I conduct research on and teach about the psychological processes that relate to social behavior because I am motivated to implement positive social change. In addition to my academic work I consult with institutions and businesses to implement social change. I have consulted with the International Committee of the Red Cross on how to modify the behavior of combatants in wars and to increase respect for International Humanitarian Law. Similarly, I have analyzed the dynamics of multiple loyalties for the Canadian government, to foster more harmonious social relations among citizenry. I am also involved with private organizations to create and implement programs to promote prosocial behavior.
Most of my work in this area builds on psychological theories of social norms, social identity/group belonging, and basic human motivation. I am available to help plan and implement empirical studies to explore specific questions and to evaluate interventions or advertising campaigns, either from a theoretical or evidence-based perspective.