Fishbein, Martin

Martin Fishbein was a prominent psychologist best known for his work on attitudes and persuasion. He developed the Fishbein Model, which explains how people's attitudes toward something can influence their behavior. The model assesses beliefs about an object and the evaluations of those beliefs, helping to predict how likely someone is to act in a certain way based on their attitudes. His research has had a significant impact in fields like marketing, health communication, and social psychology, highlighting the importance of understanding attitudes to effectively influence behavior.