Richard A. Winett Virginia Polytechnic Institute and State University

"...both stimulating and useful....The book's prevailing style is intriguing. Not only does Winett present relevant theory and research in each area, he does it as informal discussion. It is as though he is talking with students and colleagues about the state of the science of communication psychology....In short, this book represents a pioneering effort..."—Community Psychologist"...an exciting, speculative book written by an author with obvious personal and professional commitment to his area."—Behavior Changes"The clarity and simplicity with which important ideas are presented renders this book extremely valuable to upper-division undergraduates and graduate students from a variety of disciplines where questions of public influence are addressed."—CHOICE

• Chapter 1 Introduction; Chapter 2 Prosocial Television; Chapter 3 Diffusion from a Behavioral Systems Perspective; Chapter 4 Social Marketing; Chapter 5 New Media; Chapter 6 Information and Health Behavior; Chapter 7 Behavioral Systems Approach Information and Consumer Behavior; Chapter 8 Future Directions;