Should anti-war protesters use graphic images to get public support for their cause, or will such images turn the public off? In encouraging the public to adopt sustainable behaviors, should environmental organizations ask for small changes like using fluorescent light bulbs or big changes like giving up cars? Why do most Americans say they oppose the cruel practices of factory farms and sweatshops yet still buy products from these places? And how can non-profits get more people to say yes to their requests to volunteer, donate, recycle, write a letter to a political prisoner, support gay rights, go vegetarian, conserve energy or make other positive changes?