Development of motivation to tattooing as a mechanism of identity construction

The article considers the motivational aspect of identity development of people with tattoos. The author analyses two types of persons with different motivation to tattooing - ‘fashion-based” and “creative”. The motivation of the representatives of the first type is not exposed to dynamics, construction of social identity dominates. Representatives of the “creative” type have eight scenarios of motivation to tattooing; the dynamics of motivation process demonstrates the gradual replacement of social identity by personal one in the actors’ minds.