更改

Bounded rationality is the idea that when individuals make decisions, their rationality is limited by the tractability of the decision problem, their cognitive limitations and the time available. Decision-makers in this view act as satisficers, seeking a satisfactory solution rather than an optimal one. Herbert A. Simon proposed bounded rationality as an alternative basis for the mathematical modeling of decision-making. It complements "rationality as optimization", which views decision-making as a fully rational process of finding an optimal choice given the information available. Simon used the analogy of a pair of scissors, where one blade represents human cognitive limitations and the other the "structures of the environment", illustrating how minds compensate for limited resources by exploiting known structural regularity in the environment.

Bounded rationality is the idea that when individuals make decisions, their rationality is limited by the tractability of the decision problem, their cognitive limitations and the time available. Decision-makers in this view act as satisficers, seeking a satisfactory solution rather than an optimal one. Herbert A. Simon proposed bounded rationality as an alternative basis for the mathematical modeling of decision-making. It complements "rationality as optimization", which views decision-making as a fully rational process of finding an optimal choice given the information available. Simon used the analogy of a pair of scissors, where one blade represents human cognitive limitations and the other the "structures of the environment", illustrating how minds compensate for limited resources by exploiting known structural regularity in the environment.

'''<font color = 'ff8000'>有限理性Bounded rationality</font>'''是指，当个体做出决策时，他们的理性受到决策问题的可操作性、他们自己的认知局限性和可用时间的限制。这种观点认为，决策者像'''<font color = 'ff8000'>满意者satisficers</font>'''一样寻求一个令自己满意的解决方案，而不是寻求最佳的解决方案。Herbert A. Simon提出以有限理性为基础替代传统的决策数学模型。它补充了“理性即优化”（即决策是一个完全理性的，基于已有信息获取最佳选择的过程）的观点<ref name=bounded_rationality_1999>{{cite book|url={{google books |plainurl=y |id=dVMq5UoYS3YC}} |first=Gerd|last=Gigerenzer|first2=Reinhard|last2=Selten|title=Bounded Rationality: The Adaptive Toolbox|publisher=MIT Press|year=2002|isbn=978-0-262-57164-7}}</ref>。Simon用一把剪刀做类比。剪刀的一个刀片代表人类认知的局限性，另一个刀片代表” '''<font color = 'ff8000'>环境结构structures of the environment</font>'''” ，以此来说明人类思维是如何利用已知的环境结构规律来弥补资源有限这一问题的<ref name=bounded_rationality_1999/>。

'''<font color = 'ff8000'>有限理性Bounded rationality</font>'''是指，当个体做出决策时，他们的理性受限于决策问题的可操作性、自身认知局限性和时间。这种观点认为，决策者像'''<font color = 'ff8000'>满意者satisficers</font>'''一样寻求一个令自己满意的解决方案，而不是寻求最佳的解决方案。Herbert A. Simon提出以有限理性为基础替代传统的决策数学模型。它补充了“理性即优化”（即决策是一个完全理性的，基于已有信息获取最佳选择的过程）的观点<ref name=bounded_rationality_1999>{{cite book|url={{google books |plainurl=y |id=dVMq5UoYS3YC}} |first=Gerd|last=Gigerenzer|first2=Reinhard|last2=Selten|title=Bounded Rationality: The Adaptive Toolbox|publisher=MIT Press|year=2002|isbn=978-0-262-57164-7}}</ref>。Simon用一把剪刀做类比。剪刀的一个刀片代表人类认知的局限性，另一个刀片代表” '''<font color = 'ff8000'>环境结构structures of the environment</font>'''” ，以此来说明人类思维是如何利用已知的环境结构规律来弥补资源有限这一问题的<ref name=bounded_rationality_1999/>。

有限理性意味着，走捷径的策略可能导致人们做出次优决策。行为经济学家从事主体决策捷径的绘制工作，以帮助人们提高决策的有效性。关于这个观点的一种论述来自卡斯 · 桑斯坦Cass Sunstein和Richard Thaler的《'''<font color = 'ff8000'>“助推”Nudge</font>'''》一书<ref name =nudge>{{cite book|title=Nudge: Improving Decisions about Health, Wealth, and Happiness|isbn=978-0-14-311526-7|oclc=791403664|date=April 8, 2008|publisher=Yale University Press|authors=Thaler, Richard H., Sunstein, Cass R.|title-link=Nudge (book)}}</ref><ref>{{cite book|title=Choice Architecture|authors=Thaler, Richard H., Sunstein, Cass R. and Balz, John P.|doi=10.2139/ssrn.1583509|ssrn=1583509|date=April 2, 2010}}</ref>。Sunstein和Thaler建议，'''<font color = 'ff8000'>选项结构choice architectures</font>'''应该根据人类的有限理性进行修改。Sunstein和Thaler提出的一个被广泛引用的建议是，为了增加人们选择健康食品而不是不健康食品的可能性，应该把健康食品放在人们的视线范围内。一些对《助推》持批评态度的人则指出，修改选项结构将导致人们成为更糟糕的决策者<ref>{{cite web|last1=Wright|first1=Joshua|first2=Douglas|last2=Ginsberg|title=Free to Err?: Behavioral Law and Economics and its Implications for Liberty|url=http://www.libertylawsite.org/liberty-forum/free-to-err-behavioral-law-and-economics-and-its-implications-for-liberty/|date=February 16, 2012|work=Library of Law & Liberty}}</ref><ref>{{cite book|last1=Sunstein|first1=Cass|title=Going to Extremes: How Like Minds Unite and Divide|url={{google books |plainurl=y |id=jEWplxVkEEEC}}|isbn = 9780199793143|publisher = Oxford University Press |date =2009 }}</ref>

有限理性意味着，走捷径的策略可能导致人们做出次优决策。行为经济学家从事主体决策捷径的绘制工作，以帮助人们提高决策的有效性。关于这个观点的一种论述来自卡斯 · 桑斯坦Cass Sunstein和Richard Thaler的《'''<font color = 'ff8000'>“助推”Nudge</font>'''》一书<ref name =nudge>{{cite book|title=Nudge: Improving Decisions about Health, Wealth, and Happiness|isbn=978-0-14-311526-7|oclc=791403664|date=April 8, 2008|publisher=Yale University Press|authors=Thaler, Richard H., Sunstein, Cass R.|title-link=Nudge (book)}}</ref><ref>{{cite book|title=Choice Architecture|authors=Thaler, Richard H., Sunstein, Cass R. and Balz, John P.|doi=10.2139/ssrn.1583509|ssrn=1583509|date=April 2, 2010}}</ref>。Sunstein和Thaler建议，'''<font color = 'ff8000'>选项结构choice architectures</font>'''应该根据人类的有限理性进行修改。Sunstein和Thaler提出的一个被广泛引用的建议是，为了增加人们选择健康食品而不是不健康食品的可能性，应该把健康食品放在人们的视线范围内。一些对《助推》持批评态度的人则指出，修改选项结构将导致人们成为更糟糕的决策者<ref>{{cite web|last1=Wright|first1=Joshua|first2=Douglas|last2=Ginsberg|title=Free to Err?: Behavioral Law and Economics and its Implications for Liberty|url=http://www.libertylawsite.org/liberty-forum/free-to-err-behavioral-law-and-economics-and-its-implications-for-liberty/|date=February 16, 2012|work=Library of Law & Liberty}}</ref><ref>{{cite book|last1=Sunstein|first1=Cass|title=Going to Extremes: How Like Minds Unite and Divide|url={{google books |plainurl=y |id=jEWplxVkEEEC}}|isbn = 9780199793143|publisher = Oxford University Press |date =2009 }}</ref>

。

。

=== Prospect theory 前景理论===

=== Prospect theory 前景理论===