Ajzen, Icek

Icek Ajzen is a prominent psychologist best known for developing the Theory of Planned Behavior. This theory explains how people's intentions influence their actions, suggesting that behavior is shaped by three key factors: attitudes towards the behavior, subjective norms (how others view the behavior), and perceived behavioral control (the belief in one's ability to perform the behavior). Ajzen's work has profoundly influenced fields like psychology, marketing, and health, helping to understand and predict human behavior by emphasizing the importance of intention and perceived control. His insights are widely used in designing effective behavior change interventions.