Dr. Fishbein, Annenberg School

Dr. Martin "Marty" Fishbein, the Harry C. Coles, Jr. Distinguished Professor of Communication, and director of the Health Communication Program in the Public Policy Center of the Annenberg School for Communication, passed away November 27, 2009, while traveling in London; he was 73.

Dr. Fishbein had been a member of the faculty at the Annenberg School since 1997. Prior to coming to Penn, he served on the faculty at the University of Illinois beginning in 1961.

Dr. Fishbein authored or edited seven books and contributed over 250 articles and chapters to professional books and journals. He was the author of the Theory of Reasoned Action and the Integrative Model of Behavioral Prediction and Change. His theory is the most cited AIDS behavioral theory in scientific literature, and is widely used in the fields of communication, public health, advertising, and psychology.

In addition to his academic accomplishments, he had served on the NIMH Mental Health AIDS Research Review Committee, the NIMH AIDS Policy Subcommittee of the National Advisory Mental Health Council, and had been a special consultant on behavior and behavior change for the NIMH AIDS research program. At the Centers for Disease Control and Prevention (CDC), Dr. Fishbein was a guest researcher in the Behavioral Prevention Research Branch in the Division of HIV/STD Prevention and served as acting chief of the Behavioral Interventions and Research Branch of the Division of STD Prevention, in the National Center for HIV, STD, and TB Prevention.

Dr. Fishbein was inducted into the American Marketing Association's Attitude Research Hall of Fame and received numerous awards, including the National Association of Recording Merchandisers Special Recognition Award, the Interamerican Psychology Society's Prize, the CDC's Charles C. Shepard Science Award for Scientific Excellence, and in 2003, he received the American Public Health Association's Mayhew Derryberry Award for outstanding contributions to health education, health promotion and health communication research and theory.

He had also been president of both the Society for Consumer Psychology (Division 23 of the American Psychology Association) and the Interamerican Psychological Society.

Dr. Fishbein earned his undergraduate degree from Reed College in 1957 and his doctoral degree in psychology from the University of California, Los Angeles in 1961.

Dr. Fishbein is survived by his wife, Debby.

Details for a memorial service were not available at press time.