Ajzen (Icek Ajzen)

Icek Ajzen is a social psychologist best known for developing the Theory of Planned Behavior, which explains how our intentions influence our actions. The theory suggests that our behavior is shaped by three key factors: our attitudes toward the behavior, the subjective norms (how others perceive and influence us), and our perceived control over the action. Ajzen’s work highlights that understanding why we act in certain ways can help predict behavior, making it relevant in areas like health, marketing, and environmental change. His research emphasizes the importance of intention in translating thoughts into actions.