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9780071009102 This is a revision of a market leader in social cognition written by two well-known and respected authors. The text is designed to provide a critical overview of the theories and methods in the newly emerging field of social cognition. The major theme of the book is that normal cognitive processes account for much of how people understand themselves and others. In basic research, social cognition theories of attribution, psychological control, social schemata, attention, person memory, and social inference have become central to the field. In a recent poll, social psychologists predicted that topics within a cognitive approach would be the most popular research area in the coming decade.