Icek Ajzen

Icek Ajzen is a prominent social psychologist best known for his work on the Theory of Planned Behavior. This theory explains how people's attitudes, beliefs, and perceived control influence their intentions and actions. Ajzen's research has been instrumental in understanding how behavior changes can be encouraged in various fields, including health, environment, and consumer behavior. He emphasizes the role of intention as a predictor of actual behavior, suggesting that by changing attitudes and perceptions of control, we can influence positive behaviors. Overall, his contributions help us understand the reasons behind our choices and actions.