Originally published in 1957, this book presented an up-to-date account of psychological research into human social behaviour of the time. There are chapters on interaction between pairs of people, behaviour in small social groups, and human relations in industry. The author avoided the adoption of any particular theoretical position, and concentrated on the established empirical findings of the time. The results of several hundred investigations are summarised and compared, so that the principal generalisations which emerge can be seen. Stress is placed on rigorous methods of research, and a critical account is given of current techniques of social research, showing the importance of experimental and statistical methods. Careful consideration is given to the danger of the investigator disturbing what is being investigated. Use is made of recent ideas about theory and explanation, and the different kinds of theory used in experimental psychology were considered for the first time as possible ways of accounting for group behaviour. This book was intended not only for students of psychology and of the other social sciences, but also for industrialists, administrators and indeed all who were interested in the laws underlying social behaviour. Today it can be read and enjoyed in its historical context.

Emergence of Individual Differences in Social Context ROBERT B. ZAJONC A priest who was a heavy smoker once asked his bishop if it was all right if he smoked while praying. Appalled, the bishop chastised the priest for the very thought of soiling the solemn moment of prayer with such a filthy habit. Some years passed and the bishop came again through our priest's parish. And our tormented priest asked again about his predicament. But he asked a somewhat different question: "Your excellency," he said, "is it all right to pray while smoking?" There was no hesitation in the bishop's answer. "Of course!" he said. "There is nothing in the world that should keep you from praying. You can always pray, my son. You should miss no opportunity to pray. Whenever you wish to pray, by all means pray!" The relationship between individual differences and social psychology is roughly the same as between smoking and praying. Many social psychologists, and especially experimental social psycholOgists, are openly disdainful of individ ual difference variables. They avoid them in their studies and refuse to incor porate them in theories. The reasons for their (and we really should say "my" because the author is no exception in this matter) attitude are not obvious.

A host of special methodological issues arise in any discussion of research on human behavior. This practical new volume addresses many of those questions with 19 superb contributions from leading experts in the field. The text evaluates specific strategies and techniques used in laboratory settings, including - reinforcement and punishment - stimulus control - behavioral pharmacology - and methodologies concerning verbal and social behavior, among others. The book includes 135 illustrations and a notable Appendix that offers the APA's ethical guidelines for research with human subjects.

A new, counterintuitive theory for how social networks influence the spread of behavior New social movements, technologies, and public-health initiatives often struggle to take off, yet many diseases disperse rapidly without issue. Can the lessons learned from the viral diffusion of diseases improve the spread of beneficial behaviors and innovations? How Behavior Spreads presents over a decade of original research examining how changes in societal behavior—in voting, health, technology, and finance—occur and the ways social networks can be used to influence how they propagate. Damon Centola's startling findings show that the same conditions that accelerate the viral expansion of an epidemic unexpectedly inhibit the spread of behaviors. How Behavior Spreads is a must-read for anyone interested in how the theory of social networks can transform our world.