There are some interesting articles on the topic Daphna Oyserman has done a lot of research in self identity, self regulation and health behavior. Check out her wibsite . It will lead you to tons of useful information. Habit and Identity: Behavioral, Cognitive, Affective, and Motivational Facets of an Integrated Self Race, discrimination and health inequality Translating the Link between Social Identity and Health Behavior into Effective Health Communication Strategies: An Experimental Application Using Anti-Smoking Advertisements Nudging is a critical choice-making framework introduced by behavioral economists Cass Sunstein and Richard Thaler. It is relevant to health behavior choices. More to come.