The Social Norms Approach

I have a particular interest in understanding the influence of perceptions of ‘social norms’ on the engagement in health-related behaviours, including both protective (e.g. healthy eating, cancer screening) and risky behaviours (e.g. alcohol and other substance use). I am also developing a number of ‘social norms’ projects focusing on  mental health-related experiences.

My work in this area is characterised by multidisciplinary and international collaborations, across Psychology, Public Health, Medicine and Computing. We have established the Socially Normative blog where we will be posting regular commentaries about our work, new developments in the ‘social norms’ field and commenting on recent events relating to the field.

Current projects
  • Applying the Social Norms Approach to Improve Dietary Behaviours amongst High School Students“. PhD Studentship funded by Staffordshire University to investigate the effectiveness of a social norms campaign on reducing high school students’ misperceptions of peers’ snacking and healthy eating behaviours.
  • The role of social norms in reducing belief in conspiracy theories“. PhD Studentship funded by Staffordshire University to investigate the role of perceived social norms in conspiracy theory beliefs in order to develop behaviour change techniques, particularly those that can reduce beliefs in health-related conspiracies which may negatively impact on health outcomes (e.g. vaccine uptake).
  • Understanding the role of normative perceptions in help-seeking behaviours for physical and mental health complaints (e.g. substance use, cancer screening behaviours).
  • Developing an integrated theoretical model of the development of social normative misperceptions.
  • Feasibility study of a web-based Social Norms Intervention for the Prevention of polydrug usE in European university students (SNIPE). Although the SNIPE project has now completed, we are in the process of writing and publishing some remaining papers based on SNIPE data.

Representative Publications

Media Coverage & Blogs

Our Drug & Alcohol Dependence paper on university students’ perceived norms of using ritalin to boost academic performance attracted some substantial international media attention: