Martin Fishbein (psychologist)

Martin Fishbein was an influential psychologist known for his work in understanding human attitudes and behaviors. He developed the Reasoned Action Theory, which explains how people make decisions based on their beliefs and attitudes. This theory suggests that a person’s intention to perform a behavior is influenced by their attitudes towards that behavior and the social norms surrounding it. Fishbein's research has been widely applied in fields like health communication, marketing, and social psychology, helping us understand how to promote positive behaviors and communication strategies effectively. His contributions have significantly shaped psychological and behavioral research.