Acceptance speech: 17th Frontiers of Knowledge Awards in Social Sciences

Acceptance speech by Icek Ajzen, Frontiers of Knowledge Award in Social Sciences 2024, jointly awarded with Dolores Albarracín, Mahzarin R. Banaji, Anthony G. Greenwald and Richard E. Petty for “contributions that have revolutionized Attitude Theory and its practical applications,” influencing “psychology, sociology, political science, education, health, economics and other fields.”

Ajzen explains how intentions are formed and their influence on behavior, highlighting the interaction between attitudes, social norms and perceived control in decision-making, and underscores the usefulness of these models in guiding behavior in areas such as health, the environment and technology, emphasizing the value of social psychology in addressing contemporary challenges.