决策者有限理性的心理根源探析

Bounded Rationality of the Decision-maker:A Psychology Approach

针对古典决策理论中"完全理性"假说的不足,西蒙提出了"有限理性说"。关于有限理性的原因争论很多,文章从心理学角度分析了有限理性的内在心理根源:决策者感知觉和记忆能力的有限性、注意资源的限制、思维的偏误、情绪等造成决策者的有限理性。有限理性可以分为"理性不能"和"理性不为"两种。

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＂.