Social modelling of health behaviours: Testing self-affirmation as a conformity-reduction strategy.

Peer behaviour strongly influences personal consumption. Self-affirmation did not reduce behavioural conformity. Statement of contribution What is already known on this subject? Exposure to peers who engage in high consumption of alcohol and unhealthy foods is associated with increased personal consumption. Few studies have examined strategies to reduce conformity to consumption behaviours. What does this study add? Across two studies, self-affirmation did not reduce behavioural conformity, despite its' positive effects on private self-awareness. Conformity in face-to-face interactions is largely driven by mimicry.