Book excerpt: This collection of essays by William J. McGuire covers many of the topics that make up social psychology. Studies of the phenomenal self report how people think about themselves, which characteristics are salient in their sense of self and why. Another series of studies show how people's thought systems are organized to balance logical consistency, realistic coping, and hedonic gratification. Studies of persuasive communication show what kinds of people are most persuadable, how people can be persuaded by Socratic questioning, and how they can be immunized against persuasion. Other chapters report findings on language and thought, history and psychology, and creative techniques.