“…Union organizers invariably raise awareness about job security, wages and fringe benefits (Barling etai, 1992;Lynn and Brister, 1989). However, recent union efforts to gain membership in the growing service oriented industries have focussed on themes that go beyond those of traditional bread-and-butter issues, emphasizing respect, faimess, and greater participation in decision making (Crain, 1994;Green and Tilly, 1987). As part of her study on union organizing, Bronfenbrenner (1997) found that emphasizing at least one issue related to dignity, justice, discrimination, faimess, or input into service quality predicted union election victories: With all else held constant, the likelihood of a union victory rose by 15 percent if the union emphasized such issues.…”