Icek Ajzen is a prominent social psychologist known for his work in the field of attitude theory and behavior prediction. He is best known for developing the Theory of Planned Behavior, which explains how individual intentions influence actions. This theory emphasizes the role of attitudes, subjective norms, and perceived behavioral control in shaping behavior. Ajzen's research has significantly impacted various fields, including psychology, marketing, and public health. His work helps understand how people make decisions and the factors that motivate them to act, providing valuable insights for designing effective interventions and campaigns.