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. (shrink)

This article explains how data associated with attitude change and persuasion in mainstream psychology and social psychology can be reinterpreted as evidence of the agentive ability of taking a position. A critical review is made of the elaboration likelihood model and a position model is adapted from positioning theory. The postulates of the elaboration likelihood model are then subjected to critical scrutiny by means of comparison with our position model. In this way regularities associated with attitude change and persuasion are (...) interpreted as evidence of a deliberative process, involving negotiation and the use of supporting and opposing arguments. We present this as evidence of the commonly held agentive ability to position oneself and anticipate the positions of others. (shrink)