Predicting and Changing Behavior: The Reasoned Action Approach

by Martin Fishbein, Icek Ajzen

This book describes the reasoned action approach, an integrative framework for the prediction and change of human social behavior. It provides an up-to-date review of relevant research, discusses critical issues related to the reasoned action framework, and provides methodological and conceptual tools for the prediction and explanation of social behavior and for designing behavior change interventions.

538 pages, Kindle Edition

First published July 24, 2009

Reviews

[Richard Pfau · Rating 5 out of 5]

This is a very good book for academic researchers seeking to influence the behavior of others. The major factors to consider can help guide all types of social behavior change, from individual persons to large groups. However, the detailed guidelines given, if followed, are labor intensive and seem suitable especially for larger group and or quite important behavior change. Even then, as the author's write, "our theory can help design interventions to change...behaviors...selected, but it cannot assure attainment of the desired outcome" (p. 323).

[Vanessa · Rating 5 out of 5]

This is what my research is based on. Great reference book.