Abstract:
In view of the hypothesis of“complete rationality”in classical decision—making theory.Simon proposed
the
concept of‘‘bounded rationality”,but there are many arguments about its reason.This article analyzes the intrinsic
reason of“bounded rationality”from a psychological approach:the decision—maker’S limitation of sensation and memory
ability,the limitation of his attention resource,the thought bias,the mood and SO on,which may lead to his bounded ra—
tionality.“bounded rationality”.may be divided into“unable oriented bounded rationality’’and“don’t want oriented
bounded rationality”.