Cultural bases for better health

I think I see a little niche appearing for cultural studies: health. It makes sense when you think about it but now there's a research-based reason to factor in issues such as identity, self-presentation etc as significant in health care. Part Of The In-group? A Surprising New Strategy Helps Reduce Unhealthy Behaviors: "These studies highlight the importance of identity in health behavior and suggest promising directions for future health promotion appeals, the authors believe. 'Decisions are not only based on risks and benefits, but also the identity that a given choice communicates to others. Consequently, shifting perceptions of the identity associated with a risky behavior can help make better health a reality.'" Make way for the health-culture workers.