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.

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;