“Pure rationality and limited rationality share a common perspective, seeing decisions as based on evaluation of alternatives in terms of their consequences for preferences. This logic of consequences can be contrasted with a logic of appropriateness by which actions are matched to situations by means of rules organized into identities.”

—  James G. March

James G. March (1994), A Primer on Decision Making: How Decisions Happen, p. 57

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James G. March10
American sociologist 1928–2018

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