„Rationality requires a choice among all possible alternative behaviors. In actual behavior, only a very few of all these possible alternatives come to mind.“
— Herbert A. Simon, livro Administrative Behavior
Fonte: 1940s-1950s, Administrative Behavior, 1947, p. 79; As cited in: Terry Winograd, Fernando Flores (1986) Understanding Computers and Cognition: A New Foundation for Design. p. 21.