Bounded Rationality


Bounded rationality involves neuro-physiological limits on the one hand and language limits on the other. The physical limits take the form of rate and storage limits on the powers of individuals to receive, store, retrieve, and process information without error … Language limits refer to the inability of individuals to articulate their knowledge or feelings by use of words, numbers, or graphics in ways  which permit them to be understood by others. Despite their best efforts, parties may find that language fails them (possibly because they do not posses the requisite vocabulary or the necessary vocabulary has not been devised) and they resort to other means of communications instead. Demonstration, learning-by-doing, and the like may be the only means of achieving understanding when such language difficulties develop. (Williamson).

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