Action and Inaction in a Social World: Predicting and Changing Attitudes and Behavior

This book explains how actions and inactions arise and change in social contexts including social media and face-to-face communication. Its multidisciplinary perspective covers research from psychology communication public health business studies and environmental sciences. The reader can use this cutting-edge approach to design and interpret effects of behavioral change interventions as well as replicate the materials and methods implemented to study them. The author provides an organized set of principles that take the reader from the formation of attitudes and goals to the structure of action and inaction. It also reflects on how cognitive processes explain excesses of action while inaction persists elsewhere. This practical guide summarises the best practices persuasion and behavioral interventions to promote changes in health consumer and social behaviors.