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This book offers a new approach for the analysis of party campaigning. The author reviews critically social-psychological theories regarding social influence and inter-group relations in order to construct new analytical categories suitable for the study of party behaviour in campaigning. The focus of the research is on the strategies and styles of behaviour adopted by small or large parties in electoral propaganda or negotiation. The theoretical and methodological approach proposed is applied on a case-study regarding Greek politics. The findings are discussed against the background of experimental studies on social group influence. The book shows the importance of adopting an interdisciplinary approach for the study of party behaviour. It highlights the social-psychological mechanisms underlying election campaigns and develops new tools for the analysis of political reality.