Ajzen & Fishbein

Ajzen and Fishbein developed the Theory of Reasoned Action, which explains how people's beliefs influence their intentions and behaviors. They propose that an individual's likelihood of performing a specific action depends on their attitude toward the behavior (whether they see it as positive or negative) and the social pressure they feel (what they believe others think they should do). These factors shape their intention to act, which then predicts actual behavior. Their model highlights how personal beliefs and social influences work together to guide decision-making in everyday life.