"For researchers in social psychology, and particularly those familiar with SIT and related theories, this book will make for congenial and straightforward reading. For someone outside the field, some of the terminology might take some getting used to, but I would not hesitate to recommend the book to anyone interested in the interplay of individual and social forces in settings ranging from work life to national and international politics. The text is friendly in the sense that terms are defined and theory is placed in larger social and historical context throughout. Also, the book in its entirety is fewer than 300 pages, and most chapters are between 15 and 25 pages in length, so each "bite" of theory and research, so to speak, is easily digestible. All of the chapters are well written, and each contributes an important part to the whole."
(Jeffrey Noel Contemporary Psychology: APA Review of Books
About the Author
Tom Postmes is professor of Social Psychology. He completed his PhD at the University of Amsterdam, and was professor at the University of Exeter from 2004 to 2008. Postmes has won several international prizes, including research fellowships from the KNAW (1998) and the British ESRC (2003). His publications have appeared in renowned journals across multiple disciplines, such as psychology, communication and management. Postmes studies how people influence each other's ideas and behaviour. Even though people in the Western world like to see themselves as independent individuals, we continually conform to fashions, norms and social structures. This is apparent in many different forms of collective behavior: on the stock exchange, at work, during an old-fashioned demonstration or in a modern flashmob organized via Internet. In his research Postmes shows how everyday interactions can lead to such collective behavior. This is more than mere imitation: communication initiates the formation of new norms, values and social identities.