BOUNDED RATIONALITY AND CONTEXT INFLUENCE IN DECISION MAKING
Bounded Rationality is an idea that humans are somewhat rational with several important limitations. This is a challenge to a framework known as the rational choice theory that assumes that people are generally rational. Rational choice theory is widely used in social sciences and underpins a large number of theories in economics. To have a better understanding of bounded rationality, imagine that you are an investor who invests in stock market. You may only have a few minutes to consider a stock trade. Here faced a time constraint. Now, a stock trade may involve hundreds of variables and a high level of uncertainty such that it is not possible for an individual to make an optimal decision in a few minutes. Often, the context and the framing of the information influence an individual’s judgement and decision making. This phenomenon is called Cognitive bias. People usually tend to over rely on the first piece of information they receive and then use it as a baseline for comparison. This...