Puzzles & Pieces Theory of Planned Behaviour, or Theory of Plain Illusion?
inudgeyou.com
July 11, 2025, 11:07 a.m.
For decades, the Theory of Planned Behaviour has offered a map of human action that feels both intuitive and practical. It gives practitioners convenient variables to measure, neat intentions to track, and surface behaviours to predict.But if we take seriously the deeper problems that run through folk psychology, economics, and social psychology alike, then the task is not to patch TPB. It is to recognise that the model was built on assumptions that never fully captured how behaviour unfolds — and that many entering Behavioural Insights still replicate, often unknowingly, despite nodding to newer ideas like dual- and triple-process theory.