Ajzen and Fishbein

Ajzen and Fishbein developed a theory called the Theory of Reasoned Action, which explains how people decide to behave. They suggest that our intentions to act are influenced by our attitudes (how we feel about the behavior) and subjective norms (what we think others expect). These factors shape our motivation to engage in a behavior. For example, if someone believes exercising is beneficial and perceives that their friends value fitness, they are more likely to intend to exercise. Their model emphasizes that our beliefs and social influences play a significant role in our decision-making.