Icek Ajzen's Works

Icek Ajzen is a social psychologist best known for developing the Theory of Planned Behavior, which explains how people decide to act. According to his theory, individuals’ actions are influenced by their attitudes (beliefs about the behavior), subjective norms (perceptions of social pressure), and perceived behavioral control (how easy or difficult they think the action is). These factors shape their intentions, which in turn lead to actual behavior. Ajzen’s work helps us understand and predict human decision-making in areas like health, environment, and consumer choices, providing valuable insights for designing effective interventions and policies.