Perceived social norms and eating behaviour: An evaluation of studies and future directions

Social norms refer to what most people typically do or approve of. There has been some suggestion that perceived social norms may be an important influence on eating behaviour. We and others have shown that perceived social norms relating to very specific contexts can influence food intake (the amount of food consumed in a single sitting) in those contexts; these studies have predominantly sampled young female adults. Less research has examined whether perceived social norms predict dietary behaviour (the types of food people eat on a day to day basis); here, most evidence comes from cross-sectional studies, which have a number of limitations. A small number of intervention studies have started to explore whether perceived social norms can be used to encourage healthier eating with mixed results. The influence that perceived social norms have on objective measures of eating behaviour now needs to be examined using longitudinal methods in order to determine if social norms are an important influence on eating behaviour and/or can be used to promote meaningful behaviour change.