H. Wesley Perkins

H. Wesley Perkins (born ) is a 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. H. Wesley Perkins received a B.A. in sociology from Purdue University, an M.Div. degree from Yale University Divinity School, and an M.A. and a Ph.D. in sociology from Yale University.

The social norms marketing approach is widely used to reduce alcohol consumption and abuse among college and university students. 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 the most recent book for which he served as editor is ''The Social Norms Approach to Preventing School and College Age Substance Abuse''. Provided by Wikipedia