Knowing what is the right thing to do is one thing. bringing yourself to do it is often quite another. This book is addressed to those who ask, 'Why should I be moral?' It explores strategies and tactics for evoking moral responses from people, especially in political contexts where so much is at stake.

Robert E. Goodin taught government at the University of Essex for eleven years before becoming Professorial Fellow in Philosophy at the Australian National University's Research School of Social Sciences. Sometime co-editor of the British Journal of Political Science, Goodin has for the past decade served as Associate Editor of the journal Ethics. He is author of, most recently, Reasons for Welfare and No Smoking and, together with Philip Pettit, is editing the Blackwell Companion to Contemporary Political Philosophy.