Abstract

In this article the theoretic evolution and the empirical-experimental efforts that have led to the affirmation of the bounded/procedural rationality paradigm are discussed. Moreover, the debate on supporters of the "optimization" approach and supporters of the "bounded/procedural rationality" approach is traced, highlighting the irreconcilability of these two approaches and, in retort, a solid defense against a merely "reductionist" attempt of the innovative context of the Simonian theory. Critically going over the debate on decision dynamics, it becomes clear how, due to the uncertain nature of rational processes, it is impossible to establish the decision-making best way. The imperfect character of individual choice is explained by how the decider identifies a solution that appears satisfying in that moment due to cognitive and temporal limits.