This research explores the impact of normative influences on the utilization of palliative care information by cancer patients managing their condition in Kano, Nigeria. The study applies Chatman’s Theory of Normative Behavior to address the following inquiries: What types of palliative care information are communicated to cancer patients in Kano, Nigeria? How do cancer patients in Kano perceive the palliative care information provided by orthodox medical practitioners? What are the perceptions of cancer patients in Kano regarding palliative care information from alternative/traditional medical practitioners? Employing the Practical Iterative Framework for Qualitative Data Analysis developed by Prachi Srivastava and Nick Hopwood, the study analyzes 217 narratives obtained through interviews, employing repeated thematic analysis to elucidate cancer patients’ perceptions of palliative care information in Kano. The narratives are categorized into 12 recurring topics, further condensed into 5 emergent categories, shedding light on normative influences shaping the use of palliative care information by cancer patients in Kano. The findings reveal that cancer patients in Kano associate cancer with ‘Daji’ (mystery), attributed to the ‘Aljani’ (devil). The study concludes that to enhance the effective management of cancer, there is a need for a paradigm shift in how cancer patients perceive modern medicine, considering the profound influence of social norms on their behavior in managing cancer in Kano, Nigeria.