["\nAbstract\nStudents’ use of prescription stimulants to enhance study performance is increasingly under the spotlight. Medical guidelines discourage general practitioners (GPs) from prescribing stimulants to students without a diagnosis; yet a considerable proportion of students acquire them from GPs. Building on Eisenberg’s theoretical framework on clinical decision‐making and Conrad’s sociological concept of biomedical enhancement, this study examined the social context of GPs’ off‐label prescribing decisions for stimulants, using data from 21 semi‐structured interviews, including vignettes, undertaken with Flemish GPs. Results identified two groups of GPs: (1) hard‐liners who strictly follow medical guidelines and who would only prescribe in case of an appropriate diagnosis and (2) context‐dependent GPs who would prescribe stimulants depending on the patients’ symptoms and extent of need. GPs’ decisions depend on one‐on‐one doctor‐patient interactions (i.e. the extent of empathy from the doctor and the extent of assertiveness from the patient); the extent to which GPs define concentration problems as medical problems; GPs’ interactions with fellow health care workers; as well as GPs’ interaction with the wider community. By disentangling these influences, this paper advances both theoretical and practical understanding of the sociological context in which GPs’ off‐label prescribing behaviour occurs.\n", "Sociology of Health & Illness, Volume 42, Issue 7, Page 1657-1672, September 2020. "]