Beslutsfattande ur tre perspektiv

Abstract

In this paper I present two normative standpoints that have been used to de ne and evaluate human decision making: ’economic man’ and ’ecological rationality’. I argue that both norms are unsuitable to understand decision making in a natural environment. I do so by trying to apply them to a real-life decision situation; that of buying pasta in a Swedish supermarket. Neither account is su ciently flexible to handle how decisions unfold in this setting. Consumers’ behaviours are flexible and consist of an interplay between the shoppers’ preferences, the structure of the shelf and the visually salient attributes of various packages.