“Roughly speaking, rationality is concerned with the selection of preferred behavior alternatives in terms of some system of values, whereby the consequences of behavior can be evaluated.”

—  Herbert A. Simon, book Administrative Behavior

Source: 1940s-1950s, Administrative Behavior, 1947, p. 84.

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Herbert A. Simon58
American political scientist, economist, sociologist, and p… 1916–2001

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“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.”

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“Artificial Life is concerned with tuning the behaviors of such low-level machines that the behavior that emerges at the global level is essentially the same as some behavior exhibited by a natural living system… Artificial Life is concerned with generating lifelike behavior.”

Christopher Langton (1949) American computer scientist

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“Rationality requires a choice among all possible alternative behaviors. In actual behavior, only a very few of all these possible alternatives come to mind.”

Herbert A. Simon book Administrative Behavior

Source: 1940s-1950s, Administrative Behavior, 1947, p. 79; As cited in: Terry Winograd, ‎Fernando Flores (1986) Understanding Computers and Cognition: A New Foundation for Design. p. 21.

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“Global rationality, the rationality of neoclassical theory, assumes that the decision maker has a comprehensive, consistent utility function, knows all the alternatives that are available for choice, can compute the expected value of utility associated with each alternative, and chooses the alternative that maximizes expected utility. Bounded rationality, a rationality that is consistent with our knowledge of actual human choice behavior, assumes that the decision maker must search for alternatives, has egregiously incomplete and inaccurate knowledge about the consequences of actions, and chooses actions that are expected to be satisfactory”

Herbert A. Simon (1916–2001) American political scientist, economist, sociologist, and psychologist

attain targets while satisfying constraints
Simon (1997, p. 17); As cited in: Gustavo Barros (2010, p. 460).
1980s and later

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“It is impossible for the behavior of a single, isolated individual to reach a high degree of rationality. The number of alternatives he must explore is so great, the information he would need to evaluate them so vast that even an approximation to objective rationality is hard to conceive. Individual choice takes place in rationality is hard to conceive… Actual behavior falls short in at least three ways, of objective rationality:”

Herbert A. Simon book Administrative Behavior

1940s-1950s, Administrative Behavior, 1947

“The term rationalize refers to any situations in which a person's action is described with reference to some supporting reason or cause. The term “legitimate” refers to one criterion by which rationalizations are selected from the many possible explanations for action. Justifications or rationalizations are selected primarily when they are acceptable explanations in a given social context. This means they fit with the facts as known according to the rules of behavior generally followed.”

Gerald R. Salancik (1943–1996) American organizational theorist

Source: A social information processing approach to job attitudes and task design. 1978, p. 231

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“Consequences are governed by principles and behavior is governed by values; therefore, value principles!”

Stephen R. Covey book The 8th Habit: From Effectiveness to Greatness

The 8th Habit : From Effectiveness to Greatness‎ (2004)
Context: Values are social norms — they're personal, emotional, subjective, and arguable. All of us have values. Even criminals have values. The question you must ask yourself is, Are your values based upon principles? In the last analysis, principles are natural laws — they're impersonal, factual, objective and self-evident. Consequences are governed by principles and behavior is governed by values; therefore, value principles!

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“Zoocentrism is the primary fallacy of human sociobiology, for this view of human behavior rests on the argument that if the actions of "lower" animals with simple nervous systems arise as genetic products of natural selection, then human behavior should have a similar basis.”

Stephen Jay Gould book Hen's Teeth and Horse's Toes

"Our Natural Place", p. 243
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“In the short term, natural selection favors self-propagating systems that pursue their own short-term advantage with little or no regard for long-term consequences.”

Theodore Kaczynski (1942) American domestic terrorist, mathematician and anarchist

Source: Anti-Tech Revolution: Why and How (2015), p. 44

“Unlike pure theorists, we shall not assume at the outset that rational behavior exists or that rational behavior constitutes the topic of economic analysis. We shall study economic behavior as we find it. In describing and classifying different reactions, as well as the circumstances that elicit them, we shall raise the question whether and in what sense certain reactions may be called “rational.” After having answered that question and thus defined our terms, we shall study the fundamental problem: Under what conditions do more and under what conditions do less rational forms of behavior occur?”

George Katona (1901–1981) American psychologist

George Katona (1951). Psychological Analysis of Economic Behavior. McGraw-Hill, New York. p. 16; as cited in: Erik Angner and George Loewenstein. "Behavior economics," in: Philosophy of Economics, (2012), p. 657

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