Fishbein & Ajzen

Fishbein and Ajzen developed the Theory of Reasoned Action, which explains how people's behaviors are influenced by their intentions. These intentions are shaped by their attitudes toward the behavior—whether they view it positively or negatively—and the social norms or beliefs about what others expect. Essentially, if someone believes a behavior is good and thinks others approve, they are more likely to intend to do it, leading to actual engagement. This framework helps understand how beliefs and social influences shape decision-making and actions.