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Martin Fishbein’s Legacy

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  • Icek Ajzen

Abstract

The reasoned action approach that Martin Fishbein pioneered has emerged as the dominant conceptual framework for predicting, explaining, and changing human social behavior. The most popular model in this tradition, the theory of planned behavior, has generated a great deal of empirical research supporting the premises of this approach. It has been shown that behavioral, normative, and control beliefs provide the basis, respectively, for attitudes toward the behavior, subjective norms, and perceived behavioral control; that these three factors jointly account for a great deal of variance in behavioral intentions; and that intentions and perceived control can be used to predict actual behavior. Based on these insights, investigators have been able to design effective behavior change interventions.

Suggested Citation

  • Icek Ajzen, 2012. "Martin Fishbein’s Legacy," The ANNALS of the American Academy of Political and Social Science, , vol. 640(1), pages 11-27, March.
    • Handle: RePEc:sae:anname:v:640:y:2012:i:1:p:11-27
    DOI: 10.1177/0002716211423363
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
    3. Eric Luis Uhlmann & Anthony Greenwald & Andrew Poehlmann & Mahzarin Banaji, 2009. "Understanding and Using the Implicit Association Test: III. Meta-Analysis of Predictive Validity," Post-Print hal-00516146, HAL.
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