“大数据”背景下对有限理性决策理论的重新思考

Reconsideration of Bounded Rational Decision Theory under the Background of “Big Data”

有限理性提出因为人的本身属性及所处的繁杂环境,人只能够是有限理性的。西蒙进一步提出有限理性决策理论,由于人是有限理性的,所以在决策过程当中,不能做出"最佳"决策,只能寻求"满意"结果。但随着时代发展与科技进步,人类社会已经进入"大数据"的时代,束缚人理性的客观条件正在逐步改变,传统完全理性的人性假设看起来并不是绝对理想化的,新的时代背景下,人们可以利用工具向无限接近完全理性发展。同样,在决策时也可以有更高的追求。

Bounded rationality puts forward that people can only be limited rationality because of their own attributes and complicated environment. Simon further put forward the theory of bounded rationality decision-making, because people are bounded rationality, so in the process of decision-making, can’t make the "best" decision, can only seek"satisfactory" results. However, with the development of the times and the progress of science and technology, human society has entered the era of "big data". The objective conditions that constrain human rationality are gradually changing.The traditional assumption of completely rational human nature does not seem to be absolutely idealized. Under the new era background, people can use tools to develop to infinity and close to completely rational. Similarly, there can also be higher pursuit in decision-making.