Icek Ajzen is a prominent social psychologist best known for his work on the Theory of Planned Behavior. Born in 1942 in Poland, he later moved to the United States, where he developed his influential theories on human behavior and decision-making. His research focuses on understanding how attitudes, subjective norms, and perceived behavioral control influence individuals' intentions and actions. Ajzen's contributions extend beyond the Theory of Planned Behavior, as he has published numerous articles and books on topics such as attitude measurement and behavioral change. His work has significantly impacted fields like marketing, health psychology, and environmental studies, providing valuable insights into how to promote positive behaviors.