"To begin, image theory assumes that decision makers use three different schematic knowledge structures to organize their thinking about decisions. These structures are called images, in deference to Miller, Galanter, and Pribram (1960), whose work inspired image theory. The first of the three is the value image, the constituents of which are the decision maker's principles. These are the imperatives for his or her behavior or the behavior of the organization of which he or she is a member and serve as rigid criteria for the rightness or wrongness of any particular decision about a goal or plan. Principles serve to internally generate candidate goals and plans for possible adoption, and they guide decisions about externally generated candidate goals and plans."
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Lee Roy Beach
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