Chapters in this book

1. Frontmatter I
2. Preface to the Third Edition V
3. Preface to the Second Edition XIX
4. Acknowledgments XLI
5. Contents XLIII
6. I. Introduction 1
7. II . Erie County, Ohio, 1940 10
8. III . Social Differences between Republicans and Democrats 16
9. IV. Ideological Differences between Republicans and Democrats 28
10. V. Participation in the Election 40
11. VI. Time of Final Decision 52
12. VII. The Types of Changes 65
13. VIII. The Activation Effect 73
14. IX. The Reinforcement Effect 87
15. X. The Conversion Effect 94
16. XI. The Over-All Effect of the Campaign 101
17. XII. Anticipation of the Winner 105
18. XIII. What the Voters Were Told 110
19. XIV. The Radio and the Printed Page 120
20. XV. The Political Homogeneity of Social Groups 137
21. XVI. The Nature of Personal Influence 150
22. Notes 159
23. Appendix: Construction of Indices 174