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The Impact of the Work of Martin Fishbein on Health Issues in the World

The impact that health communication research has had on health issues in the world is the result of the combined efforts of a large community of investigators. Particularly important among those investigators was Martin Fishbein. His commitment to using his reasoned action approach to inform health interventions has greatly contributed to our understanding of communication as a tool for improving health. Illustrative of his dedication to health promotion is his response to a recent symposium on his work: “I still am excited by the fact that this approach continues to provide important insights into socially relevant behaviors . . . I am truly gratified by the extent to which a reasoned action approach has led to the development of interventions to increase safer and decrease riskier behavior” (Fishbein, 2007, p. 293). Marty Fishbein passed away on November 27, 2009. Because his work has made an enduring impact on our field, this 100th issue of Health Communication in which we celebrate achievements and reflect on future steps offers an opportune moment to pay homage to Marty Fishbein. Building on developments in measurement theory and attitude theory, Marty Fishbein (1963) proposed that beliefs, attitudes, and intention are conceptually different but sequentially related variables. Marty Fishbein and Icek Ajzen further developed these ideas into their reasoned action approach, which states that intention to perform a behavior follows reasonably (but not necessarily rationally) from specific beliefs that people hold about the behavior, and people act on their intentions when they have the required skills and when situational factors do not impede behavioral