behavior of men or as recommendations to be followed” (Marschak, 1950). It is a
“normative model of an idealized decision maker, not a description of the behavior
of real people” (Tversky and Kahneman, 1986). Simon (1955) stresses that
humans cannot decide optimally because they are -what was later coinedboundedly
rational: they may perceive only part of the options, may have either
flawed information on which outcomes will actually occur (and with which
probabilities)