The traditional paradigm for research relating to the Fishbeinian model of intention is described and some of its limitations are discussed. A structuralist interpretation of the Fishbeinian equation is then put forward from the standpoint of the ethogenic perspective advocated by Harré and Secord. Each component of the Fishbeinian equation is assumed to be the symbolic expression of an account which is attributable to the agent and relates to the act in question. The equation as a whole is then interpreted (...) as a rule governing the intelligibility of a cluster of such accounts. Empirical studies are reported which examine the consequences of transgressing the rule of intelligibility and which use instances of transgression as a means to theoretical development. In this development, the importance of the executive facet of action is acknowledged by utilising Abelson's schemes for the representation of plans. The paper concludes with a speculative discussion as to how this radically different conceptual and methodological approach might be used in future research on the intention-behaviour relation. (shrink)