Tobias Vogel is a psychologist primarily interested in the questions of what, how, and why. His research focuses on social cognition with an emphasis on judgment, decision making, and evaluation. After his dissertation on persuasion, he studied and taught social and consumer psychology in Germany and Switzerland. He currently works as a research fellow at the University of Mannheim, Germany, and blogs about psychological phenomena of public interest.

Michaela Wänke has interests in various fields of social cognition and the intersections of social cognition and consumer and political psychology. Her research areas include persuasion, fluency, social judgment and attitude measuring, among many other topics. She held a chair for social psychology at the University of Basel, Switzerland, from 2002 to 2011 and currently holds a chair for consumer and economic psychology at the University of Mannheim, Germany.

1: What is an attitude and why is it important? PART I. Gateways to our attitudes 2: Asking for attitudes - not that simple after all 3: Beyond asking for attitudes: From indirect measures to implicit attitudes Part II. The origins of our attitudes 4: From incidental sensations and needs to attitudes 5: Attitude conditioning: How objects become linked with valence 6: Malleable attitudes: Between stored representations and context-dependent constructions 7: Attitudes - a question of good balance Part III. The social nature of attitude change 8: Persuasion - Making others want what you want them to like! 9: Social Influence on our attitudes 10: Resistance: The stubborn receivers - and how to persuade them PART IV. Consequences of our attitudes 11: The world is not what it used to be - Attitude influences on information processing 12: Do attitudes predict behavior? 13: Which attitudes predict behavior and when? PART V: Epilogue