This volume, dedicated to Martin Fishbein, the premier social psychologist in the area of attitude and attitude change, focuses on his work as the codeveloper of reasoned action theory—an approach to behavioral prediction and change that has been used in thousands of research studies. After Fishbein’s death, the Annenberg Public Policy Center at the University of Pennsylvania established a memorial lecture series in his honor. This volume consists of papers derived from those lectures. These articles attest to the general applicability of the theory and the heterogeneous contexts in which the theory can be productively applied. Together, they compose the most up-to-date treatment of the quantitative analysis of reasoned action theory currently available, and they show that there is considerable justification for comparing the reasoned action approach to other well-known scientific theories.
