Dave Nussbaum

It's an incredibly ambitious project in which they put a lot of theory on normative influence to a road test.

I believe the paper will go on to be a landmark study of how social influence works in a naturalistic environment — to date a huge proportion of the research on these questions has been done in controlled laboratory settings, so the fact that the effects are this strong in a messy environment like a school (and that their sample size was over 24,000 students) is truly impressive.