„Global rationality, the rationality of neoclassical theory, assumes that the decision maker has a comprehensive, consistent utility function, knows all the alternatives that are available for choice, can compute the expected value of utility associated with each alternative, and chooses the alternative that maximizes expected utility. Bounded rationality, a rationality that is consistent with our knowledge of actual human choice behavior, assumes that the decision maker must search for alternatives, has egregiously incomplete and inaccurate knowledge about the consequences of actions, and chooses actions that are expected to be satisfactory“

attain targets while satisfying constraints
Simon (1997, p. 17); As cited in: Gustavo Barros (2010, p. 460).
1980s and later

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Herbert Simon photo
Herbert Simon1
1916 - 2001

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Herbert A. Simon photo

„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.

Herbert A. Simon photo
Herbert A. Simon photo

„If we accept values as given and consistent, if we postulate an objective description of the world as it really is, and if we assume that the decision maker's computational powers are unlimited, then two important consequences follow. First, we do not need to distinguish between the real world and the decision maker's perception of it: he or she perceives the world as it really is. Second, we can predict the choices that will be made by a rational decision maker entirely from our knowledge of the real world and without a knowledge of the decision maker's perceptions or modes of calculation. (We do, of course, have to know his or her utility function.)
If, on the other hand, we accept the proposition that both the knowledge and the computational power of the decision maker are severely limited, then we must distinguish between the real world and the actor's perception of it and reasoning about it. That is to say, we must construct a theory (and test it empirically) of the processes of decision. Our theory must include not only the reasoning processes but also the processes that generate the actor's subjective representation of the decision problem, his or her frame.“

—  Herbert A. Simon American political scientist, economist, sociologist, and psychologist 1916 - 2001

H.A. Simon (1986), " Rationality in psychology and economics http://www.kgt.bme.hu/targyak/msc/ng/BMEGT30MN40/data/JoBus-86-rationality-HSimon.pdf," Journal of Business, p. 210-11”
1980s and later

Russell L. Ackoff photo
Herbert A. Simon photo
Herbert A. Simon photo

„The best comedy is always heartless, an alternative to rational emotion.“

—  Wilfrid Sheed English-American novelist and essayist 1930 - 2011

"The Wit of George S. Kaufman and Dorothy Parker," p. 162
The Good Word & Other Words (1978)

Thomas J. Sargent photo
Richard A. Posner photo
Herbert A. Simon photo
Herbert A. Simon photo

„The function of knowledge in the decision-making process is to determine which consequences follow upon which of the alternative strategies.“

—  Herbert A. Simon American political scientist, economist, sociologist, and psychologist 1916 - 2001

Fonte: 1940s-1950s, Public administration, 1950, p. 75

Kenneth Arrow photo
Herbert A. Simon photo
Neal Stephenson photo
Norman Mailer photo
Taraneh Javanbakht photo

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