Definition
有限理性：在約束條件下的理性：有限的時間、資訊和認知資源。
1. Mechanism (why it happens)
有限理性強調決策者在有限的資訊、時間和認知下運作；因此，程序和啟發法變得至關重要。它將「理性」從完美的最佳化轉變為可行的決策過程。[^1]
2. Classic experiments / evidence
2.1 Foundational theory (Simon, 1955)
- Design: Formal behavioral model of rational choice under constraints.[^1]
- Manipulation: Not a lab manipulation; theoretical model motivated by realistic constraints.[^1]
- Key finding: Optimization is often infeasible; satisficing and procedural rationality are necessary.[^1]
- Notes/limitations: Foundational for modern decision science and consumer decision frameworks.
2.2 Adaptive strategy selection (Payne, Bettman & Johnson, 1993)
- Design: Decision tasks showing strategy shifts under time pressure, complexity, and goal changes.[^2]
- Manipulation: Constraint changes (time pressure, task complexity).[^2]
- Key finding: People adapt decision strategies to constraints rather than applying a single optimal algorithm.[^2]
- Notes/limitations: Empirical support for constraint-dependent procedures.
3. Consumer decision patterns
- 消費者在風險較低時使用啟發法。
- 在高度超載下，他們依賴單一線索（品牌、價格）。
- 決策品質隨著更好的程序而提高，而不僅僅是更多的資訊。
4. How marketing leverages it
市場經常增加複雜性和超載，以推動啟發式選擇（品牌、社會證明）。有限理性使流程設計和消費者免疫變得有價值。[^3]
5. Mitigation (Selection Logic)
- 根據風險和可逆性分配認知預算 (T2)。
- 使用明確的標準和權重 (M2)。
- 驗證結果以改進程序 (M5)。
References
- Simon, H. A. (1955). A behavioral model of rational choice. Quarterly Journal of Economics, 69(1), 99–18.[source]
- Payne, J. W., Bettman, J. R., & Johnson, E. J. (1993). The Adaptive Decision Maker. Cambridge University Press.[source]
- Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux.[source]