Martin Fishbein (March 2, 1936

Brooklyn, New York Brooklyn () is a borough of New York City, coextensive with Kings County, in the U.S. state of New York. Kings County is the most populous county in the State of New York, and the second-most densely populated county in the United States, be ...

- November 27, 2009 London)Ajzen, I. (2010). Martin Fishbein (1936–2009). American Psychologist, 65(4), 296. https://doi.org/10.1037/a0019275 was a social psychologist, considered influential, and active AIDS prevention. He had been director of the health communication program at the

University of Pennsylvania The University of Pennsylvania (also known as Penn or UPenn) is a private research university in Philadelphia. It is the fourth-oldest institution of higher education in the United States and is ranked among the highest-regarded universitie ...

Public Policy Center of the Annenberg School for Communication.

Biography

Raised in Jamaica, Queens, Fishbein earned a bachelor's degree from

Reed College Reed College is a private liberal arts college in Portland, Oregon. Founded in 1908, Reed is a residential college with a campus in the Eastmoreland neighborhood, with Tudor-Gothic style architecture, and a forested canyon nature preserve at ...

and a doctorate in psychology from the

University of California, Los Angeles The University of California, Los Angeles (UCLA) is a public land-grant research university in Los Angeles, California. UCLA's academic roots were established in 1881 as a teachers college then known as the southern branch of the California St ...

before he joined the University of Illinois faculty in 1961. Fishbein is considered to have pioneered the

Reasoned action approach The reasoned action approach (RAA) is an integrative framework for the prediction (and change) of human social behavior. The reasoned action approach states that attitudes towards the behavior, perceived norms, and perceived behavioral control de ...

which “has emerged as the dominant conceptual framework for predicting, explaining, and changing human social behavior.”

Career

While at the University of Illinois in 1975, he and

Icek Ajzen Icek Ajzen (born 1942) is a social psychologist and professor emeritus at the University of Massachusetts Amherst. He received his doctorate from the University of Illinois at Urbana–Champaign, and is best known for his work, with Martin Fishbe ...

coauthored ''Belief, Attitude, Intention and Behavior.'' He went on to be a consultant at the

National Institute of Mental Health The National Institute of Mental Health (NIMH) is one of 27 institutes and centers that make up the National Institutes of Health (NIH). The NIH, in turn, is an agency of the United States Department of Health and Human Services and is the prima ...

in the 1980s about AIDS and was a guest AIDS researcher at the

Centers for Disease Control and Prevention The Centers for Disease Control and Prevention (CDC) is the national public health agency of the United States. It is a United States federal agency, under the Department of Health and Human Services, and is headquartered in Atlanta, Georgi ...

from 1992 until 1996.

References

1936 births 2009 deaths University of Illinois Urbana-Champaign faculty Reed College alumni University of California, Los Angeles alumni University of Pennsylvania faculty {{US-psychologist-stub