Morrison, Kate; Potts, Jason - 2008
central focus thus falls
on the effect of bounded rationality in the context of choice associated with creative and
entrepreneurial … rational choice theory – as the behaviour of Homo Oeconomicus, or what Richard
Thaler (2000) calls ‘Econs’ – and behavioural choice theory – as the behaviour of … resources to the choice, leading to an overly simplified choice (or indeed, the
reverse). There are numerous well‐known biases with respect to uncertainty – such as loss aversion, risk …