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"Look out, Goliath--David has a training manual . . . One of the best books on social psychology ever written."
---Daniel Gilbert, New York Times bestselling author of Stumbling on Happiness

No one doubts the power of the majority. It makes the rules and enforces them, and most of us are willing to go along with it, most of the time. But what happens when you're not? What about when the issue is so important to you that you're willing to take on the naysayers? It doesn't matter if you're trying to sell a new product or service, persuade colleagues to try out a new...

This book is well documented, well written, well researched and is up-to-date. It is non-sexist. It is more than a manual for business communicators.' It is more than a book of how to's.' And it is more than a book of do's and don'ts. The authors and contributors skillfully draw upon a broad range of social sciences literature and their personal communication experience, both of which make this book invaluable in our understanding of the relationship between communication theory and practice. Beyond that, they offer clear guidelines for effective public communication. "Public Relations...

This volume assembles a distinguished group of international scholars whose chapters on classic and emerging issues in research on attitudes provide an excellent introduction for advanced undergraduates and graduate students. The booka (TM)s chapters cover all of the most critical features of attitude measurement, attitude development, and attitude change. Implicit and explicit approaches to measurement and conceptualization are featured throughout, making this one of the most up-to-date treatments of attitude theory and research currently available.

The comprehensive coverage of the...

This volume assembles a distinguished group of international scholars whose chapters on classic and emerging issues in research on attitudes provide an excellent introduction for advanced undergraduates and graduate students. The book s chapters cover all of the most critical features of attitude measurement, attitude development, and attitude change. Implicit and explicit approaches to measurement and conceptualization are featured throughout, making this one of the most up-to-date treatments of attitude theory and research currently available.

The comprehensive coverage of the...

Social psychology and politics are intricately related, and understanding how humans manage power and govern themselves is one of the key issues in psychology. This volume surveys the latest theoretical and empirical work on the social psychology of politics, featuring cutting-edge research from a stellar group of international researchers.

It is organized into four main sections that deal with political attitudes and values; political communication and perceptions; social cognitive processes in political decisions; and the politics of intergroup behavior and social identity. The...

Social psychology and politics are intricately related, and understanding how humans manage power and govern themselves is one of the key issues in psychology. This volume surveys the latest theoretical and empirical work on the social psychology of politics, featuring cutting-edge research from a stellar group of international researchers.

It is organized into four main sections that deal with political attitudes and values; political communication and perceptions; social cognitive processes in political decisions; and the politics of intergroup behavior and social identity. The...

Human beings have a unique ability to create elaborate predispositions and evaluations based on their social experiences. The concept of attitudes is central to understanding how experience gives rise to these predispositions, and psychologists have spent the best part of the past 100 years trying to understand the intricacies of this process. Yet, despite decades of research, we still do not fully understand how attitudes are created, maintained and changed.

The main objective of this book is to review and integrate some of the most recent, cutting-edge developments in research on...

Human beings have a unique ability to create elaborate predispositions and evaluations based on their social experiences. The concept of attitudes is central to understanding how experience gives rise to these predispositions, and psychologists have spent the best part of the past 100 years trying to understand the intricacies of this process. Yet, despite decades of research, we still do not fully understand how attitudes are created, maintained and changed.

The main objective of this book is to review and integrate some of the most recent, cutting-edge developments in research on...