H. Wesley Perkins
Encyclopedia
H. Wesley Perkins, Ph.D., is Professor of Sociology at Hobart and William Smith Colleges
in Geneva, New York. He is known as the "father of social norms marketing
," which is based on his theoretical formulations and development.
The social norms marketing approach is widely used to reduce alcohol consumption and abuse among college and university students. Dr. Perkins continues to develop and test new techniques to implement the approach as well as to expand its applicability to other social problems. He conducts extensive research and his most recent book is The Social Norms Approach to Preventing School and College Age Substance Abuse.
Hobart and William Smith Colleges
Hobart and William Smith Colleges, located in Geneva, New York, are together a liberal arts college offering Bachelor of Arts, Bachelor of Science and Master of Arts in Teaching degrees. In athletics, however, the two schools compete with separate teams, known as the Hobart Statesmen and the...
in Geneva, New York. He is known as the "father of social norms marketing
Social Norms Marketing
The social norms approach, or social norms marketing,is an environmental strategy gaining ground in health campaigns.While conducting research in the mid 1980s, two researchers, H.W. Perkins and A.D. Berkowitz, discovered that students at a small U.S. college held exaggerated beliefs about the...
," which is based on his theoretical formulations and development.
The social norms marketing approach is widely used to reduce alcohol consumption and abuse among college and university students. Dr. Perkins continues to develop and test new techniques to implement the approach as well as to expand its applicability to other social problems. He conducts extensive research and his most recent book is The Social Norms Approach to Preventing School and College Age Substance Abuse.