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"This fourth edition continues to make the research project process a manageable feat for those new to research, and will be instrumental in helping students learn how to apply research methodology to their own work"

"Social Cognition researchers look at how we make sense of other people and of ourselves. In this book Ziva Kunda provides a comprehensive and accessible survey of research and theory about social cognition at a level appropriate for undergraduate and graduate students, as well as researchers in the field."