Wellness behaviors, social identities, and health promotion

Many U. S. subcultures contain beliefs and values that challenge behavior's and ''lifestyle'' which research indicates promotes health. Previous research has identified several of these values and beliefs. Additionally, this study identifies two role identities, the Exercise Identity and Wellness Rejector Identity, which also affect the performance of health behaviors. Scales have been developed that measure the strength of these beliefs. This paper will present the rationale, structure and psycho- and sociometric properties of these scales and discuss their significance for health promotion.