Psychologists have gone to wits end to describe what motivates people. This can be seen in the drive theories of Freud and the psychoanalysts, the operant conditioning of Skinner in behavioral psychology, and the work on self-determination theory by social psychologists Deci and Ryan, to name a few. So what do identity theorists have to say about what motivates us in life? In the Handbook of Identity Theory and Research, Vivian Vignoles reveals research about how your identity has a major influence on your thoughts, beliefs, and actions. In this post I will give a brief background on identity from a developmental perspective, explain the key points of Vignoles’ research, and then ground it in some real-world examples to show why identity motivations should matter to all of us.