"Broadly stated, the task is to replace the global rationality of economic man with a kind of rational behavior that is compatible with the access to information and the computational capacities that are actually possessed by organisms, including man, in the kinds of environments in which such organisms exist."
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Herbert A. Simon (1955) in “A Behavioral Model of Rational Choice”, Quarterly Journal of Economics 69(1), p. 99 quoted in “Bounded Rationality and Macroeconomics”
https://en.wikiquote.org/wiki/Bounded_rationality
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Bounded rationality
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