Dr John McAlaney completed his PhD in the psychology of social norms at the University of the West of Scotland. This work resulted in the first study to demonstrate the existence of alcohol use normative misperceptions in a Scottish university, which was later discussed in the ministers' debating chamber of the Scottish Government. Following this research he began working with Youth Media, a youth advertising company based in Glasgow, on an ongoing project to survey normative misperceptions in a range of behaviours at 100 college and university campuses in the UK. This project has developed to include an online intervention component, which is being conducted in collaboration with various educational and health organisations. It has also been used as the basis for similar work currently underway with collaborators from a range of European countries including Finland, Belgium, Lithuania, Turkey, Sweden, Denmark and the Netherlands. Following his move to the University of Bradford to take up a position as a Lecturer in Psychology Dr McAlaney has become involved in numerous additional social norms studies. These include the use of social norms in encouraging pro-environmental behaviours such as recycling and energy conservation; protective norms behaviour at music festivals; and the role of attention bias in creating normative misperceptions.