According to Doyne Farmer, there are logical and economic rationalisms. The first has to do with truth, somebody is not logically rational if his or her statements or beliefs do not conform to logic, for instance being inconsistent. The second has to do with goodness of a decision we choose among alternatives.
Just as the first is fundamental in analyzing truth, the second is fundamental in decision making. In fact, Farmer discussed it in the context of artificial intelligence, how programs or robots are to make decisions.
In the following I am dealing with economic rationalism.
Economic rationalism is usually assumed in many economic theories. Economic agents are assumed to have perfect knowledge including knowledge of all past histories, and choose the best decision based on the knowledge. This kind of rationalism is actually hyper-rationalism. The efficient market hypothesis depends on it. Markets are efficient because the agents have hyper-rationality, and all information of past histories is therefore contained in the current prices. Markets can be inefficient for a while, then the arbitrage process will take them to become efficient again. Which is why, traditional economics is said to deal mostly with equilibriums.
People have been looking for other forms of rationality. In the early days of artificial intelligence, Herbert Simon introduced the concept of bounded rationality.
The boundedness is the result of three factors,
- because the utility is not clearly defined,
- because of limited information and resources to compute them,
- and because there may be multiple, conflicting goals.
In the context of constrained optimization, both the goals and the constraints are not clear, and the cost of computing, even with the help of computers, is not practical.
If optimization is not possible or practical, then it is replaced by sub-optimization and
satisficing. Instead of optimal algorithms, we use
heuristic rules to arrive at good solutions, though they may not be optimal. Analogical reasoning in the form of imitation of others' actions is a frequent form of how we make decisions. (This is why we have memes with imperfect copying mechanism).
When discussing the minority game (
Econophysics and the Theory of Games), we touched on the rationality of the agents. It was assumed there that agents have bounded rationality, having a finite memory of past winning alternatives, and making decisions based on that memory. The Theory of Games itself can handle both assumptions of rationality or bounded rationality.
Sometimes the multiple goals are in simple relations, they can be combined using weights or arranged in a hierarchy of priorities, which reduces the problem to a single goal problem. General cases however cannot be reduced to a single goal.
In the following I will look at the first factor, that of utility.
Classical theory is based on expected utility, calculated as:
If i=1....N are the alternatives, and o(i) the outcome of alternative i, u(o(i)) the utility, and p(i) the probability of alternative I, then the expected utility value (EV) is:
EV = ∑ u(o(i)).p(i), where the summation is taken over all i.
For example, some banks tries to assess a customer's risk aversion profile by asking questions like:
"Would you prefer:
- (a) a certain income of $50K or
- (b) a 30% chance of $0K and 70$ chance of $100K?"
Here EV(a)= 50K, EV(b)=70K, assuming that u(i) is linear. According the expected theory, (b) is preferred. If however (a) is preferred, or there is no preference between the two, then we can try to deduce (from a set of such questions) the properties of the function u(i) for the particular customer. However, people are often not sure themselves which they prefer, and it leads to contradictions, and no function u(i) can be constructed.
So, the general conclusion is: either people are contradictory, or they are not, but we need a different utility theory.
It took two psychologists
Kahneman and Tversky (KAHNEMAN, Daniel and Amos TVERSKY, 1979. Prospect Theory: An Analysis of Decision under Risk. Econometrica.) to suggest a different utility theory called the prospect theory. Kahneman got a Nobel prize in economics in 2002, but Tversky died before that.
The first difference of the two theories, is that here we take the relative gains or losses, not the outcome itself. Thus if W is the wealth, then the relative gain/loss is
g(i) = o(i) - W
The utility of alternative i is v(g(i)), where the same symbol v is the utility function here, analogue to u. In fact this function v is different from the function u used in the expected theory. u is defined for nonnegative values only, but v is for both losses (negative) and positive values.
The following graphs are the originals form the Kahneman Tversky paper, see
Prospect Theory 
We see from the graphic that v is not symmetric.
Kahneman and Tversky discovered the
four-fold pattern of risk attitudes (the graph of v is convave for gains and convex for losses):
- Risk aversion in the domain of likely gains
- Risk seeking in the domain of unlikely gains
- Risk seeking in the domain of likely losses
- Risk aversion in the domain of unlikely losses
This might explain why some buy lotteries, but also buy insurance policies. They are speculative and conservative at the same time.
The third difference is the observance that we under and over estimate probabilities, i.e. overestimate small probabilities, and underestimate high probabilities. See the enclosed graph. Let us denote ¶(p(i)) as the estimate of probability p(i). If we take ¶() a linear function, then we are back in the classical case.
Note that the sum of all ¶(p(i)) is not 1, hence it is not a probability distribution.

Prospect theory uses the following equation to compute the prospect value PV:
PV = ∑ u(g(i)).¶(p(i))
One lighthearted example of an application of prospect theory is the TV game "
Deal or No Deal", originally shown on Dutch TV, and now widely shown with variations in many countries.
To see the game online, visit
JoyTube The bank always offers amount below the expected value of all the unopened cases. Research by Thaler et.al. "Deal or No Deal? Decision making under risk in a large-payoff game show" indicates that the decision to continue the game or not is path dependent (how they arrive there) and that prospect theory, rather than expected theory, can better explain the preferences involved.
Among other things, Kahneman Tversky also found
"framing effects" where decisions depend on how the question is posed.
The classic example is (Kahneman Tversky, The Framing of Decisions and the Psychology of Choice", Science 1981):
In an outbreak of an unusual disease, experts estimate that 600 people will die.
Choose A or B:
A: use tested drug, 400 people will be saved
B: use a new experimental drug, 80% chance all 600 will be saved, 20% chance all
will die.
Now choose C or D:
C: 200 people will die
D: 20% chance that 600 people will die, and 80% chance no one will die.
Note that A and C, and B and D are the same, but because they are posed differently, many make inconsistent choices.