A social norms approach to encourage healthier eating
Lead Research Organisation:
University of Birmingham
Department Name: School of Psychology
Abstract
Obesity is major current health concern and encouraging healthier eating is a national and global priority. However, making healthful food choices is not easy in an environment in which high calorie foods are all too easily available and highly visible. Psychological research has demonstrated that how we behave is strongly influenced by our perceptions of how other people behave in similar situations and by the opinions of others about what is appropriate behaviour in a given context. In relation to eating behaviour, people look to others as a guide for how much to eat and the presence of other people in eating situations can guide food selection. This suggests that one way of encouraging healthier eating would be to provide information about the healthy eating habits of others. This approach has been used successfully to reduce unhealthy consumption of alcoholic drinks but has yet to be applied to eating behaviour. To address this, and to provide evidence to help develop a new intervention to promote healthier eating, we will conduct experiments in which we will first expose people to posters and flyers that provide information about the healthy eating behaviour of others and then we will assess actual food selection in a simulated café environment. We predict that we can promote healthier food selection in these experiments, and then we will implement the most effective strategy in a catering outlet. The effect on actual food purchases of employees at the University of Birmingham will be assessed. These studies fit under ESRC strategic priority on health and wellbeing and will advance our understanding of the role of social norms in changing health behaviours and provide a basis for novel healthy eating interventions.
Planned Impact
This project will benefit academic researchers particularly those in the area of health and social psychology. Groups in the UK and in the USA and elsewhere conduct research on this and related-topics, so they are likely to benefit from this research. The research will also contribute to the development and wider adoption of novel methods based on social norm approaches to increase healthy behaviours. The research will contribute to the training of a skilled researcher with wide knowledge and expertise in both experimental studies and interventions. The results will also be of interest to health professionals and policy makers as well as the general public. Economic and societal impacts include improvements in health and well-being. Given the health costs associated with unhealthy eating patterns it is important to explore new avenues for improving the Nation's diet. Wide dissemination of the results (see pathways to impact plan) will ensure that a range of stakeholders are reached and beneficiaries of this project are not be limited to those in the UK.
Organisations
- University of Birmingham (Lead Research Organisation)
- UNIVERSITY OF OXFORD (Collaboration)
- ASTON UNIVERSITY (Collaboration)
- Münster University of Applied Sciences (Collaboration)
- Starbucks (Collaboration)
- CANCER RESEARCH UK (Collaboration)
- University of Warwick (Collaboration)
- C H & Co Ltd (Collaboration)
- Livefit (Collaboration)
- AgroParisTech (Collaboration)
People |
ORCID iD |
Suzanne Higgs (Principal Investigator) | |
Paul Aveyard (Co-Investigator) |
Publications
Elliott M
(2016)
Modelling single-person and multi-person event-based synchronisation
in Current Opinion in Behavioral Sciences
Elsner F
(2022)
Identifying Future Study Designs for Mental Health and Social Wellbeing Associated with Diets of a Cohort Living in Eco-Regions: Findings from the INSUM Expert Workshop.
in International journal of environmental research and public health
Fischera W
(2022)
A Social Norms and Identity Approach to Increasing Fruit and Vegetable Intake of Undergraduate Students in the United Kingdom.
in Frontiers in psychology
Garcia A
(2021)
Associations between Perceived Social Eating Norms and Initiation and Maintenance of Changes in Dietary Habits during the First COVID-19 Lockdown in France.
in Foods (Basel, Switzerland)
Garcia A
(2021)
Social modeling of food choices in real life conditions concerns specific food categories.
in Appetite
Higgs S
(2016)
Social influences on eating
in Current Opinion in Behavioral Sciences
Higgs S
(2016)
Cognitive processing of food rewards.
in Appetite
Higgs S
(2019)
Context
Higgs S
(2015)
Social norms and their influence on eating behaviours.
in Appetite
Higgs S
(2019)
Using social norms to encourage healthier eating
in Nutrition Bulletin
Kaisari P
(2015)
Social modelling of food intake. The role of familiarity of the dining partners and food type.
in Appetite
Liu J
(2019)
Social Modeling of Food Intake: No Evidence for Moderation by Identification With the Norm Referent Group.
in Frontiers in psychology
Liu J
(2019)
The relationship between social identity, descriptive social norms and eating intentions and behaviors
in Journal of Experimental Social Psychology
Robinson E
(2014)
What everyone else is eating: a systematic review and meta-analysis of the effect of informational eating norms on eating behavior.
in Journal of the Academy of Nutrition and Dietetics
Robinson E
(2014)
Prompting healthier eating: testing the use of health and social norm based messages.
in Health psychology : official journal of the Division of Health Psychology, American Psychological Association
Robinson E
(2013)
Reducing high calorie snack food in young adults: a role for social norms and health based messages.
in The international journal of behavioral nutrition and physical activity
Robinson E
(2013)
Social influences on eating: implications for nutritional interventions.
in Nutrition research reviews
Sharps M
(2015)
Examining evidence for behavioural mimicry of parental eating by adolescent females. An observational study.
in Appetite
Thomas JM
(2016)
The Effects of Liking Norms and Descriptive Norms on Vegetable Consumption: A Randomized Experiment.
in Frontiers in psychology
Thomas JM
(2017)
Using a descriptive social norm to increase vegetable selection in workplace restaurant settings.
in Health psychology : official journal of the Division of Health Psychology, American Psychological Association
Description | This project investigated the effect of providing information about how others eat on the purchase and consumption of vegetables in both laboratory and in field settings (restaurants). We have reported new data to support the development of large scale social norm based interventions to encourage healthier eating. In a series of lab based studies we established that that exposure to a novel "liking norm" message (conveying how much other people enjoy eating vegetables) increased the selection and intake of broccoli from a buffet by participants who were low habitual consumers of vegetables (a group who would most benefit from increasing their vegetable intake but who have been hard to reach with traditional healthy eating campaigns). In the same study, we also established that the liking norm was effective in increasing broccoli intake even when there was a delay between exposure to the message and selection at the buffet, suggesting that the effects of social message exposure persists beyond initial exposure, for at least 24 h. The results of two online studies provided new evidence that exposure to descriptive norm messages is effective in both increasing intentions to consume more vegetable intake and decreasing intentions to decrease "junk food" intake, especially when participants strongly identify with the norm referent group. We also found that for University students, there is a wide gap between the perception of how other students eat and how they actually report eating. Students believe that others eat fewer portions of fruit and vegetables but more portion of "Junk" food than they themselves do. Furthermore, we found that longitudinal changes in the perception of the norm predicted reported intake 12 months later, suggesting that correction of misperceptions about the eating habits of others may underlie, at least in part, the effects of social norm messages on eating. We also conducted an intervention study in a commercial workplace setting (three sites across the UK) using similar norm based messages conveying that most people in the restaurant eat vegetables with their lunch. We found that exposure to the social norm messaging was associated with increased purchases of meals with vegetables. In two follow on studies in University canteens, we found that exposure to social norm messages was associated with increased purchases of both meals containing vegetables and vegetable side dishes. Taken together, these results suggest that it is feasible to use social norm messages in restaurant settings and provide a firm basis for future larger scale trials. Importantly, the project has enabled collaboration with commercial companies on healthy eating interventions and led to a new project in conjunction with the NHS. |
Exploitation Route | Our findings could be further translated into large scale healthy eating interventions to be used in the workplace or educational setting or commercial canteens. The next step would be to conduct multi-site randomized controlled trials of the effects of social norm based healthy eating messages in such settings. |
Sectors | Agriculture Food and Drink |
Description | The findings have been used in two areas: development of novel food labels by a food company and the development of social norm based interventions to increase healthier/more sustainable eating in retail settings. In the case of food labels, our work on social norms and eating influenced the development of front of pack labels aimed at to encourage healthier food purchasing decisions (Zandstra, E. H., Carvalho, Á. H., & Van Herpen, E. (2017). Effects of front-of-pack social norm messages on food choice and liking. Food quality and preference, 58, 85-93). We were also able to work with partner organisations to 1) develop and implement social norms interventions in a retail environment to encourage purchase of plant based meals (Çoker, E. N., Pechey, R., Frie, K., Jebb, S. A., Stewart, C., Higgs, S., & Cook, B. (2021). A dynamic social norm messaging intervention to reduce meat consumption: A randomized cross-over trial in retail store restaurants. Appetite, 105824-105824) and 2) to develop an intervention aimed at promote healthier swaps in a supermarket environment (research halted due to pandemic). The results also informed the work of a doctoral student who conducted an online study and field study with a commercial partner on the role of social norms in promoting plant based food purchases (Collaboration with Warwick University). |
First Year Of Impact | 2017 |
Sector | Agriculture, Food and Drink |
Impact Types | Policy & public services |
Description | CHERISH-DE secondment fund |
Amount | £2,000 (GBP) |
Organisation | Swansea University |
Sector | Academic/University |
Country | United Kingdom |
Start | 08/2017 |
End | 03/2018 |
Description | CH&Co |
Organisation | C H & Co Ltd |
Country | United Kingdom |
Sector | Private |
PI Contribution | We conducted research studies in the restaurants that are run by the company |
Collaborator Contribution | The company allowed us to use their restaurants to conduct the studies |
Impact | Thomas, J. M., Ursell, A, Robinson, E. L., Aveyard, P. Jebb, S. Herman, C. P. & Higgs, S. Using a descriptive norm message to increase vegetable selection in a workplace restaurant setting. Health Psychology, In press. |
Start Year | 2014 |
Description | Developing a social norm intervention |
Organisation | University of Oxford |
Country | United Kingdom |
Sector | Academic/University |
PI Contribution | We advised on the implementation of an intervention based on our social norms research that was designed to promote healthier food purchases |
Collaborator Contribution | Working with a commercial partner to implement the intervention |
Impact | Peer reviewed paper published Çoker, E. N., Pechey, R., Frie, K., Jebb, S. A., Stewart, C., Higgs, S., & Cook, B. (2021). A dynamic social norm messaging intervention to reduce meat consumption: A randomized cross-over trial in retail store restaurants. Appetite, 105824-105824. |
Start Year | 2019 |
Description | Development of a social norms intervention |
Organisation | Cancer Research Campaign |
Country | United Kingdom |
Sector | Charity/Non Profit |
PI Contribution | We advised on the implementation of an intervention based on our social norms research that was designed to promote healthier food purchases |
Collaborator Contribution | Working with a commercial partner to implement the intervention |
Impact | Data presented at a conference |
Start Year | 2019 |
Description | Indicators for assessment of health effects of consumption of sustainable, organic school meals in Ecoregions" (INSUM) |
Organisation | Münster University of Applied Sciences |
Country | Germany |
Sector | Academic/University |
PI Contribution | Contribution to a workshop resulting in a publication |
Collaborator Contribution | Organization of workshop o bring experts together |
Impact | Elsner, F., Matthiessen, L. E., Srednicka-Tober, D., Marx, W., O'Neil, A., Welch, A., ... & Strassner, C. (2022). Identifying Future Study Designs for Mental Health and Social Wellbeing Associated with Diets of a Cohort Living in Eco-Regions: Findings from the INSUM Expert Workshop. |
Start Year | 2022 |
Description | PhD co-supervision |
Organisation | AgroParisTech |
Country | France |
Sector | Academic/University |
PI Contribution | Co-supervision of PhD |
Collaborator Contribution | Co-supervision of PhD |
Impact | Papers published: Garcia, A., Higgs, S., Lluch, A., Darcel, N., & Davidenko, O. (2021). Associations between Perceived Social Eating Norms and Initiation and Maintenance of Changes in Dietary Habits during the First COVID-19 Lockdown in France. Foods (Basel, Switzerland), 10(11), 2745. Garcia, A., Hammami, A., Mazellier, L., Lagneau, J., Darcel, N., Higgs, S., & Davidenko, O. (2021). Social modeling of food choices in real life conditions concerns specific food categories. Appetite, 162, 105162. |
Start Year | 2018 |
Description | PhD co-supervision |
Organisation | AgroParisTech |
Country | France |
Sector | Academic/University |
PI Contribution | Co-supervision of a PhD student joint funded by University of Birmingham and AgroParisTech |
Collaborator Contribution | Co-supervision of a PhD student joint funded by University of Birmingham and AgroParisTech |
Impact | None as yet - affected by COVID |
Start Year | 2019 |
Description | PhD co-supervision |
Organisation | Aston University |
Department | Department of Psychology |
Country | United Kingdom |
Sector | Academic/University |
PI Contribution | co-supervising a student funded by Aston University on social modelling of vegetable intake |
Collaborator Contribution | Provided funding an co-supervision |
Impact | I paper published and 2 in prep |
Start Year | 2019 |
Description | Pilot research project |
Organisation | Livefit |
Country | United Kingdom |
Sector | Private |
PI Contribution | We designed a pilot research project to asses the influence of social norms on commitment to exercise |
Collaborator Contribution | The partner allowed us to have access to personal training networks |
Impact | No outputs as yet |
Start Year | 2016 |
Description | Pilot research project |
Organisation | Starbucks |
Country | United Kingdom |
Sector | Private |
PI Contribution | We conducted some pilot research on the potential for using social norms to encourage healthier purchases |
Collaborator Contribution | The partners assisted with the production of materials for the study and access to stores |
Impact | No outputs yet |
Start Year | 2016 |
Description | Supervision of Doctorate of Business Administration |
Organisation | University of Warwick |
Department | Warwick Business School |
Country | United Kingdom |
Sector | Academic/University |
PI Contribution | Co-supervision of student from University of Warwick |
Collaborator Contribution | Student conducted an online and field study of the effect of social norms to encourage plant based food purchases |
Impact | No outputs yet |
Start Year | 2022 |
Description | British Science Festival |
Form Of Engagement Activity | Participation in an activity, workshop or similar |
Part Of Official Scheme? | No |
Geographic Reach | National |
Primary Audience | Public/other audiences |
Results and Impact | The 'Foodscape Walk' invited people to think about their environment in terms of food; rather than looking across the landscape, they looked across the foodscape. When we stop and look around us with food in mind, it is clear that our environment is littered with information about food, prompts about food and food itself. During the walk they discussed how this 'busy' foodscape might influence the own eating and, in turn, the body weight. Professor Suzanne Higgs from the University of Birmingham outlined some influences on foods choice that you might find surprising and discussed some new strategies that might help to encourage healthy eating. It was a sold out event for 30 members of the public. There was lots of discussion and the talk featured in the highlights of the festival (https://storify.com/SwanseaUni/british-science-festival-2016) |
Year(s) Of Engagement Activity | 2016 |
URL | https://storify.com/SwanseaUni/british-science-festival-2016 |
Description | Group web page |
Form Of Engagement Activity | A magazine, newsletter or online publication |
Part Of Official Scheme? | No |
Geographic Reach | International |
Primary Audience | Public/other audiences |
Results and Impact | Hits on web site We were complemented on the clarity of the description of the research for a lay audience. |
Year(s) Of Engagement Activity | 2014,2015 |
URL | http://www.birmingham.ac.uk/research/activity/psychology/healthier-eating/index.aspx |
Description | Interview for BBC |
Form Of Engagement Activity | Engagement focused website, blog or social media channel |
Part Of Official Scheme? | No |
Geographic Reach | International |
Primary Audience | Media (as a channel to the public) |
Results and Impact | I was interviewed for a piece on BBC futures on social influences on eating |
Year(s) Of Engagement Activity | 2019 |
URL | http://www.bbc.com/future/story/20190520-how-your-friends-change-your-habits---for-better-and-worse |
Description | Invitation to workshop |
Form Of Engagement Activity | A formal working group, expert panel or dialogue |
Part Of Official Scheme? | No |
Geographic Reach | National |
Primary Audience | Policymakers/politicians |
Results and Impact | Eating Disorders (ED) Research Workshop aimed to identify gaps in current ED research, priority questions and opportunities for future ED research and to understand how to facilitate stronger dialogue and collaborations with other related areas of research (e.g. conditions that are comorbid, or share common features/behaviours, with ED |
Year(s) Of Engagement Activity | 2022 |
URL | https://www.ukri.org/opportunity/new-collaborations-to-support-eating-disorders-research/ |
Description | Masterclass for year 11 pupils on psychology of eating |
Form Of Engagement Activity | Participation in an open day or visit at my research institution |
Part Of Official Scheme? | No |
Geographic Reach | Regional |
Primary Audience | Schools |
Results and Impact | The students asked lots of question during and after the masterclass. The evaluation of the masterclass was very positive and many pupils reported being more interested in study psychology at University. |
Year(s) Of Engagement Activity | 2012,2013,2014,2015 |
Description | Masterclass to schools |
Form Of Engagement Activity | A talk or presentation |
Part Of Official Scheme? | No |
Geographic Reach | Regional |
Primary Audience | Schools |
Results and Impact | 120 pupils attended a masterclass at the research organisation which included discussion and questions and the evaluation reported increased interest in the research area and interest in studying at University |
Year(s) Of Engagement Activity | 2016 |
Description | Panel discussion |
Form Of Engagement Activity | A broadcast e.g. TV/radio/film/podcast (other than news/press) |
Part Of Official Scheme? | No |
Geographic Reach | International |
Primary Audience | Industry/Business |
Results and Impact | Click to Consumption Panel Discussion on social media and food |
Year(s) Of Engagement Activity | 2023 |
Description | Pod cast |
Form Of Engagement Activity | A broadcast e.g. TV/radio/film/podcast (other than news/press) |
Part Of Official Scheme? | No |
Geographic Reach | International |
Primary Audience | Industry/Business |
Results and Impact | Food Matter live podcast |
Year(s) Of Engagement Activity | 2023 |
URL | https://foodmatterslive.com/podcasts/ |
Description | Podcast |
Form Of Engagement Activity | A broadcast e.g. TV/radio/film/podcast (other than news/press) |
Part Of Official Scheme? | No |
Geographic Reach | International |
Primary Audience | Public/other audiences |
Results and Impact | Suzanne Higgs was interviewed about her research for the award winning water cooler neuroscience podcast |
Year(s) Of Engagement Activity | 2019 |
URL | https://watercoolerneuroscience.co.uk/podcast/s1-ep4-suzanne-higgs-social-vs-personal-appetites |
Description | Presentation University of Bristol Social norms and healthy eating |
Form Of Engagement Activity | A talk or presentation |
Part Of Official Scheme? | No |
Geographic Reach | National |
Primary Audience | Other academic audiences (collaborators, peers etc.) |
Results and Impact | There was lots of discussion about the potential for using social norms in health interventions. I was asked for a copy of my presentation to be circulated to the group |
Year(s) Of Engagement Activity | 2014 |
Description | Presentation at Paul Bocuse Institute France |
Form Of Engagement Activity | A talk or presentation |
Part Of Official Scheme? | No |
Geographic Reach | International |
Primary Audience | Public/other audiences |
Results and Impact | Talk sparked questions and discussion afterwards Culinary practitioners became aware of the research |
Year(s) Of Engagement Activity | 2014 |
Description | Presentation at University of Sussex |
Form Of Engagement Activity | A talk or presentation |
Part Of Official Scheme? | No |
Geographic Reach | Regional |
Primary Audience | Other academic audiences (collaborators, peers etc.) |
Results and Impact | There was discussion during and after the presentation One of the audience was interested in working with me. |
Year(s) Of Engagement Activity | 2014 |
Description | Presentation to a company |
Form Of Engagement Activity | A talk or presentation |
Part Of Official Scheme? | No |
Geographic Reach | International |
Primary Audience | Industry/Business |
Results and Impact | A presentation on our research project was made to a multinational company (European HQ in London), which sparked interest in a collaboration. |
Year(s) Of Engagement Activity | 2016 |
Description | Presentation to company, Oxford UK |
Form Of Engagement Activity | A talk or presentation |
Part Of Official Scheme? | No |
Geographic Reach | National |
Primary Audience | Public/other audiences |
Results and Impact | The talk resulted in a collaboration The company was more informed about the research and its implications for the business and employee health |
Year(s) Of Engagement Activity | 2014 |
Description | Public event |
Form Of Engagement Activity | Participation in an activity, workshop or similar |
Part Of Official Scheme? | Yes |
Geographic Reach | National |
Primary Audience | Public/other audiences |
Results and Impact | Members of the public attended a psychology event at Birmingham library and we had a specific stand on our research Dissemination of research |
Year(s) Of Engagement Activity | 2013,2014 |
Description | School visit |
Form Of Engagement Activity | A talk or presentation |
Part Of Official Scheme? | No |
Geographic Reach | Local |
Primary Audience | Schools |
Results and Impact | 12 pupils attended a session delivered at the school. Feedback from the visit suggested that interest in the subject area had increased. |
Year(s) Of Engagement Activity | 2016 |
Description | School visit (school from London) |
Form Of Engagement Activity | Participation in an open day or visit at my research institution |
Part Of Official Scheme? | No |
Geographic Reach | National |
Primary Audience | Schools |
Results and Impact | around 100 pupils from a school in London attended session at the University of Birmingham that I delivered. Feedback suggested an increased interest in the subject area. |
Year(s) Of Engagement Activity | 2016 |
Description | School visit to talk about research |
Form Of Engagement Activity | Participation in an activity, workshop or similar |
Part Of Official Scheme? | No |
Geographic Reach | Local |
Primary Audience | Schools |
Results and Impact | I visited a school in Shropshire to talk to year 12 pupils about my research during an A level psychology class. |
Year(s) Of Engagement Activity | 2016 |
Description | Seminar at the University of Hull |
Form Of Engagement Activity | A talk or presentation |
Part Of Official Scheme? | No |
Geographic Reach | National |
Primary Audience | Other academic audiences (collaborators, peers etc.) |
Results and Impact | There were many questions and lots of discussion after the talk People who were not aware of the research findings were informed of our activities. |
Year(s) Of Engagement Activity | 2015 |
Description | Talk to Warwick Psychology Society |
Form Of Engagement Activity | A talk or presentation |
Part Of Official Scheme? | No |
Geographic Reach | Regional |
Primary Audience | Undergraduate students |
Results and Impact | Suzanne Higgs gave a presentation at the Annual Conference of the University of Warwick Psychology Society. |
Year(s) Of Engagement Activity | 2020 |
Description | Talk to the BBSRC funded London Interdisciplinary Biosciences Consortium (LIDo) |
Form Of Engagement Activity | A talk or presentation |
Part Of Official Scheme? | No |
Geographic Reach | Regional |
Primary Audience | Postgraduate students |
Results and Impact | Suzanne Higgs gave a presentation on psychology of appetite to the BBSRC London Interdisciplinary Biosciences Consortium (LIDo) Doctoral Training Partnership |
Year(s) Of Engagement Activity | 2020 |
Description | Visit to Mondalez |
Form Of Engagement Activity | Participation in an activity, workshop or similar |
Part Of Official Scheme? | No |
Geographic Reach | International |
Primary Audience | Public/other audiences |
Results and Impact | Discussions around product development After the talk I was asked to provide more information on the research |
Year(s) Of Engagement Activity | 2014 |
Description | Web site |
Form Of Engagement Activity | Engagement focused website, blog or social media channel |
Part Of Official Scheme? | No |
Geographic Reach | International |
Primary Audience | Public/other audiences |
Results and Impact | Interviewed for BBC Future web site |
Year(s) Of Engagement Activity | 2021 |
URL | https://www.bbc.com/future/article/20211206-does-seeing-food-on-social-media-make-us-eat-more |
Description | podcast |
Form Of Engagement Activity | A broadcast e.g. TV/radio/film/podcast (other than news/press) |
Part Of Official Scheme? | No |
Geographic Reach | International |
Primary Audience | Public/other audiences |
Results and Impact | We created podcasts of interviews with the lead researchers/students on the project |
Year(s) Of Engagement Activity | 2019 |
URL | https://eatingbehaviourrg.wordpress.com/research-podcasts/ |