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640 Annals Am. Acad. Pol. & Soc. Sci. 6 (2012)

handle is hein.cow/anamacp0640 and id is 1 raw text is: Preface By MICHAEL HENNESSY n the conclusion to their meta-analytic review of reasoned action studies, Sheppard, Hartwick, and Warshaw (1988) stated, In 1975, Fishbein and Ajzen placed a compelling and coherent structure on the field of attitudes, which was in relative disarray before their work. That accomplishment should mark the starting point for important empirical and theoretical work in the field, not its end. (p. 340) No one would have been in more agreement with their conclusion than Martin Fishbein. Marty never considered the reasoned action approach to explanation and prediction to be a fixed theoretical edifice. To him it was always a work in progress, an endless supply of research hypotheses, and a constant practical implemen- tation challenge in unstudied populations with underresearched behavioral outcomes. In other words, he considered reasoned action as an upgradable tool designed for discovery, not a static intellectual construction to be admired. Because of this active orientation toward the theory, his career consisted of both academic and nonacademic periods, the latter well repre- sented by his work at the Centers for Disease Control and Prevention, helping to design and evaluate HIV prevention interventions based on the reasoned action approach (Rietmeijer and McFarlane 2010). His final position as the Harry C. Coles Jr. Distinguished Professor in Communication at the Annenberg School for Michael Hennessy is a researcher at the Annenberg Public Policy Center. His major interests are the inte- gration of structural equation modeling and interven- tion program/behavioral theory, growth curve analysis of longitudinal data, and using factorial surveys to design intervention programs. He has published articles in journals including Evaluation Review, Structural Equation Modeling, Psychology Health & Medicine, American Journal of Evaluation, Evaluation and the Health Professions, Journal of Sex Research, and AIDS and Behavior. DOJ: 10.1177/0002716211425336 ANNALS, AAPSS, 640, March, 2012 6

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