Paul F Cook I have a hard time believing this is something people actually implement or follow, because it’s nowhere close to how behavior really emerges. It reads like yet another theory built in the legendary, almost worshipped territory of the prefrontal cortex — as if that’s where all the action is, when in reality most of the real drivers of behavior live far outside that neatly rational neighborhood.

I generally agree, which is why my first post on the TPB was "in praise of a failed theory." It's a great model as far as psychological theories go, well supported by evidence ... except that all of the evidence involves surveys to find out what people SAY about their behavior, not what they actually do. Prefrontal cortex activity predicts other prefrontal cortex activity, in that case! This new iteration of the TPB brings in some constructs that are closer to the actual control of behavior by the Intuitive Mind, and seems to improve its predictive ability as a result.