HWS News
29 January 2025 • Faculty Shaping Perceptions, Changing Behaviors: Perkins Continues Pioneering Work in Social Norms Research
Professor Emeritus of Sociology H. Wesley Perkins shared his research regarding substance misuse among adolescents through several talks and a school resource guide.
During the fall, Professor Emeritus of Sociology H. Wesley Perkins embarked on a series of presentations and collaborations continuing his work as a noted expert of social norms research and interventions. With engagements spanning national and international conferences, training workshops and university lectures, Perkins continued his mission to correct misperceptions and promote healthier behaviors, particularly among adolescents.
November saw Perkins delivering a two-part invited address at the 26th Annual Northern Tier Providers Coalition Conference in the Thousand Islands area of New York. Addressing an audience of more than 150 prevention professionals, he discussed the history and theoretical foundations of social norms interventions before diving into their real-world applications. He was also invited to speak at Southern Utah University and Utah Tech University, where he engaged students and faculty in conversations about the application of social norms theory to reduce alcohol-related problems and enhance campus well-being.
In October, Perkins presented at the 2024 HIDTA Prevention Summit on School-Based Prevention, where he addressed more than 1,500 attendees. As part of a panel discussing a successful social norms media campaign in middle schools, Perkins highlighted his role in designing surveys, analyzing data and crafting effective messaging to curb youth substance use.
Additionally, Perkins co-authored a critical resource for secondary schools, “A Guide to Implementing a Social Norms Media Campaign for Substance Use Prevention in Secondary Schools.” Published by ADAPT, a division of Advancing Prevention and Treatment, the guidebook was released on Oct. 3, becoming publicly available. The guide provides schools with practical strategies for addressing substance use through media-based interventions grounded in social norms theory.
In Syracuse, Perkins also conducted a three-hour training workshop sponsored by the Central New York Region Prevention Resource Center in the fall. His session, “Social Norms and Misperceptions: Using a Social Norms Approach to Successfully Reduce Youth Risk Behaviors,” was attended by prevention professionals from across Central New York.
In August, Perkins, along with his co-author, Jessica Perkins, Professor of Human and Organizational Development of Vanderbilt University, presented presented their latest research at the American Sociological Association Annual Meeting in Montreal, Canada. Their paper, “The ‘Reign of Error’ in Adolescents’ Perceptions of Peer Drinking Norms in U.S. Secondary Schools,” sheds light on the contrast between perceived and actual peer norms regarding alcohol use. Drawing from an extensive dataset collected by the HWS Alcohol Education Project that included more than 28,000 students across 66 schools in 12 states, their findings underscored how misperceptions fuel unhealthy behaviors regarding drinking. Their research has found that most students are not involved in problem drinking, as commonly perceived. By exposing these discrepancies, their work helps to recalibrate students' understanding and foster healthier decision-making.
Joining the HWS faculty in 1978, Perkins received a B.A. in sociology from Purdue University, a M.Div. degree from Yale University Divinity School and a M.A. and Ph.D. in sociology from Yale University. He has received the HWS faculty prize for outstanding scholarship and the faculty prize for outstanding service to the HWS community. Perkins retired from HWS in 2024.
Top: Professor Emeritus of Sociology H. Wesley Perkins gives a presentation on his social norms research during the Friday Faculty Lunch series.
