Rational Decision Making: Myth or Reality?

Considers the “rational” decision‐making model and argues that it neither describes actual decision‐making processes nor can be used as an adequate guide to effective decision making as it ignores potent social, political and cognitive influences. Suggests that the main assumptions of the model are, in practice, unrealistic, and offers an alternative framework, emphasizing cultural, structural and processual factors, as a more useful guide to effective decision making.