Project

Unravelling Social Norm Influences on Health Behaviour

How and when is social norm information effective in changing health behaviour by studying potential mediating and moderating factors?

Social norms describe what is normal or common to do in a group, and as such have a powerful influence on our behaviour. The social norms approach in health promotion tries to take advantage of this, by communicating favourable (i.e., healthy) norms to the public. However, studies into the effects of social norm interventions have shown mixed results. This project aims to better understand how and when social norm information is effective in changing health behaviour by studying potential mediating and moderating factors. The research is conducted in collaboration with researchers from the University of Amsterdam and the University of Kontanz.