This edition constitutes a thorough revision of the previous one. Each chapter is divided into three or four self-contained units, and applied topics are integrated with traditional core material. It contains two new chapters, chapter two on research methods, and chapter 21 on consumer and industrial-organizational psychology. Throughout the book, new research in cognitive psychology has been added. In addition, the entire book has a strong multi-cultural perspective, offering topics such as cultural differences in the experience of pain, child-rearing practices of Japanese mothers, racial/ethnic differences in consumer behaviour, and more. Also, readers will find expanded coverage of issues relating to sex and gender such as sexual harassment, date rape, AIDS, and violence and pornography.