Abstract

This paper examines methodological issues associated with the theory of planned behaviour and explains that an alternative account of data used to support this theory can be provided by positioning theory. A case is presented that shows tests of the theory of planned behaviour fail to eliminate the possibility of alternative explanations for co-variation in its data. An agency or person-centered alternative shows how a causal interpretation can be reinterpreted as evidence of the actions of a person. Unlike the conceptualisation of the individual as behaving in keeping with postulated underlying cognitive laws or rules we assume that the person has, through socialisation, acquired the skills necessary to initiate and manage their own actions. Unlike the interest in TPB data as a causal explanation of action we draw attention to the interpretation of patterns in these data as an aggregate of each person using a common mode of explanation to justify and explain their intentions