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Originally published in 1980, this title was the first of a new monograph series in social psychology. The editor presents a format for showing the progress of social psychology as a viable, exciting and relevant discipline.

The papers contained in this volume represent progress in theory and method as well as in basic and applied research. In addition, recognising that not all social psychology is produced by people who label themselves as social psychologists the volume contains the contributions of scholars who are best known for their work in other areas. "

This book describes the reasoned action approach, an integrative framework for the prediction and change of human social behavior. It provides an up-to-date review of relevant research, discusses critical issues related to the reasoned action framework, and provides methodological and conceptual tools for the prediction and explanation of social behavior and for designing behavior change interventions.

This book incorporates many of the presentations made at the "Role of Advertising in Social Marketing" Conference...