Abstract

The intentional stance1 and the contextual stance2 are inextricably interdependent in the production of a comprehensive explanation and means of predicting complex human behaviour. This is illustrated in the context of the expectation of attitudinal-behavioural consistency which has long lain at the heart of both marketing science and social psychology. In practice, cognitively-inclined attitude theory and research leans on the contextual stance in order to formulate the heuristic overlay of mental interpretation in which it primarily presents its predictive and explicative accounts of behaviour. Behaviour analysis has traditionally eschewed this approach, maintaining that it can generate an exclusively extensional account of complex behaviour. It is argued that while the cognitive and behaviour analytic approaches produce equally effective predictions of behaviour, an adequate explanation of human activity requires the addition of the kind of interpretive overlay advocated by Dennett3 in which the relationship between extensional science and intensionalistic interpretation is clarified. The resulting framework of analysis, intentional behaviorism4 provides an inclusive paradigm.