My research is motivated by the idea that social change often starts with those who decide to deviate or stand out from the crowd. I use qualitative and quantitative methods, in the lab and the field, to identify both the determinants and the consequences of norm deviance.
In another line of research, I ask: how to identify the most influential people in a social network? Once identified, can these individuals shift patterns of behaviors in their community?
Finally, my work explores the psychological and behavioral consequences of being treated as untrustworthy.