My research aims to provide a comprehensive test of the utility of a novel social identity model of behavioural associations (SIMBA) that proposes associations between the concepts of social identity, group norms, and individual behaviour. The model suggests that individuals are motivated to maintain a level of cognitive consistency. Therefore, behaviour change could be achieved through modifying the strength of any one of these associations. Through highlighting the way in which associations exist in established groups, can be created in novel groups, and can be changed in both novel and established groups, I hope for the research to serve as a foundation for behaviour change interventions.