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Martin Edward Fishbein ’57

A picture of Martin Fishbein

Martin Edward Fishbein ’57, November 27, 2009, from a heart attack, while traveling in London. A prominent expert on attitude and behavioral change, Marty received a BA from Reed in psychology and economics and a PhD from UCLA in social psychology. He married Deborah K. Alpert in 1959 and began his teaching career at the University of Illinois-Urbana-Champaign in 1961. Marty's research interests included attitude, persuasion, behavioral prediction, and the effectiveness of behavior change interventions. He wrote Theory of Reasoned Action and Integrative Model of Behavioral Prediction and Change, and his ideas were enormously influential in the fields of communication, public health, advertising, and psychology. At various times, he was a visiting scientist at the Centers for Disease Control and Prevention, professor and director of the health communication program at the Annenberg School for Communication at the University of Pennsylvania; and president of the Society for Consumer Psychology and the Interamerican Psychological Society; and he received many awards, including a Guggenheim Fellowship, and the American Public Health Association's Mayhew Derryberry Award for outstanding contributions to health education. Marty also served on numerous boards for the National Institute of Mental Health. Survivors include his wife.

Appeared in Reed magazine: June 2010