“…For example, approaches such as The Theory of Reasoned Action and Planned Behaviour (Ajzen & Fishbein, ) often consider intentions as a primary mediator of behaviour. Unfortunately, not only are many of these social cognition models relatively poor predictors of actual behaviour (Gerrard, Gibbons, Houlihan, Stock, & Pomery, ; Vlaev & Dolan, ; Webb & Sheeran, ), they are not theoretically coherent regarding the role played by complex environmental or ecological factors (Hill, Foxcroft, & Pilling, ; Hill, Pilling, & Foxcroft, ). As both the individual and the environment are equally involved in producing behaviour, researchers should take a more relational approach to understanding and preventing alcohol misuse.…”