MARTIN FISHBEIN, Ph.D.
Martin Fishbein, Ph.D. is the Harry C. Coles Jr. Distinguished professor in Communication, and Director of the Health Communication Program in the Public Policy Center of the Annenberg School for Communication at the University of Pennsylvania. Developer of the Theory of Reasoned Action, Professor Fishbein has contributed over 200 articles and chapters to professional books and journals, and has authored or edited six books. He has been president of both the Society for Consumer Psychology (Division 23 of the APA) and the Interamerican Psychological Society.