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What and how much people choose to eat is influenced by social context. People tend to use the eating habits of others as a guide to appropriate consumption. This suggests that one way of encouraging healthier eating would be to provide information about the healthy eating choices of others. Research conducted as part of an Economic and Social Research Council‐funded project investigated the effect of providing information about how others eat on the purchase and consumption of vegetables in both laboratory and in field settings (restaurants). In a laboratory‐based study, we found that that while overall vegetable intake was not increased, exposure to a novel ‘liking norm’ message increased the selection and intake of broccoli from a buffet by participants who were low habitual consumers of vegetables. We also found that the liking norm increased broccoli intake even when there was a delay between …