Testing attitude-behaviour theories using non-experimental data: An examination of some hidden assumptions

This chapter presents a detailed causal analysis of the two leading theories of attitude-behaviour relations, the theory of reasoned action (TRA) and the theory of planned behaviour (TPB). It is noted that the direct path from perceived behavioural control to behaviour in the TPB is causally ambiguous. Focusing on the attitude-intention relationship, timeline and path diagrams are used to illustrate some of the hidden assumptions that underlie the way these theories are usually tested using standard multiple regression applied to nonexperimental data. Randomised experiments are recommended as the best solution to the serious problems arising from omitted causes.