These contributions identify the key arguments used to coax voters, whose natural sympathies might gravitate to the left, to vote for the Conservative Party en masse.

Stuart Ball University of Leicester, Ian Holliday City University of Hong Kong, Rt Hon. William Hague

Chapter 1 Mass Conservatism: An Introduction, STUART BALL, IAN HOLLIDAY; Chapter 2 The Making of Scottish Unionism, 1886-1914, CATRIONA BURNESS; Chapter 3 Farmworkers and Local Conservatism in South-west Shropshire, 1916-23, NICHOLAS MANSFIELD; Chapter 4 The Conservative Party and Mass Housing, 1918-39, KEVIN MORGAN; Chapter 5 Speaking to Democracy: The Conservative Party and Mass Opinion from the 1920s to the 1950s, ANDREW TAYLOR; Chapter 6 Conservative Women and Voluntary Social Service, 1938-51, JAMES HINTON; Chapter 7 Echoes in the Wilderness: British Popular Conservatism, 1945-51, PAUL MARTIN; Chapter 8 Industrial Relations as 'Human Relations': Conservatism and Trade Unionism, 1945-64, PETER DOREY; Chapter 9 Conservative Party Activists and Immigration Policy from the Late 1940s to the Mid-1970s, N. J. CROWSON; Chapter 10 The Role of the Conservative Political Centre, 1945-98, PHILIP NORTON; Chapter 11 The Community Affairs Department, 1975-79: A Personal Record, ANDREW ROWE; Chapter 12 Thatcherism and the British People, BRENDAN EVANS;