There is never complete congruence between objective identity and subjective identity. Indeed, at times major conflict between how a person sees himself and how others see him. This often happens in marketing when consumers see themselves differently than timeshare marketers see them. Most marketing centers on consumers objective identities. However, the main reason most products fail in the marketplace is failure to connect with consumers subjective identities.
Subjective identity is at the root of willful behavior.
The brain patients mentioned earlier are incapable of willful behavior because while the foundation of objectivity reason remains intact, the foundation of subjectivity emotionality no longer exists. It is the source of the will to live, reproduce and leave something behind to keep memories of us alive after we die. Identity is the wellspring of all survival motivations, with a reach far beyond the requirements of mere physical survival. The products we buy that carry fingerprints of our identities, the friends we maintain who share our values, the clubs we join, the beliefs we have these all are part of our survival schemes because they are part of who we are, and they form the foundations of who we want to be. Beliefs are particularly critical identity markers, so important, that people sometimes commit horrific crimes in efforts to impress their beliefs on others.