, -
. 30
, . , (Simon, 1978). , . , - . . , : .
- , . , - - , . : , , . , , . .
, , . . (, "Commons", 1934) , . , , ( "Administrative Behavior", . 136).
. , -, -, , , " " ("The Functions of the Executive") (Bamard, 1938). , : ; ( "- " ); , "". " " , , , .
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1934-1935 . , , . - , , , - . , , ?
, , - . , ; , , . , . : - .
? ? , ?
. 31
. (subgoal identification). ( ), , . . , , . , , .
, . - (problem representation) - . , ? , , ?
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" ", " , ". , , , " - ". , , .
. . , . , . . , . , ( , , ) , - , : - , - , - .
- - , . - . - , . - , . , , " " ("bounded rationality"). : , , , - .
: . " " , , , (Zeitgeist).
- "" , . -
. 32
, (Guetzkow, Kozmetsky and Tyndall, 1954) , ; , . (Cyert, Simon and Trow, 1956). , " " ("The Behavioral Theory of the Firm" (Syert, March, 1963).
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- , (Dearborn, Simon, 1958), , .. , . , , ; , , .
, , . , , ( March, 1965; Johnsen, 1968; Eliasson, 1976). - , , , - : , ; , . , , , , MIT-SSRC (Pennsylvania econometric models).
: , ; , .. ; , ?
. , , , , , . . ? ?
(Simon, 1951), : , , ( ) , . , , . , , . (Marschak, 1949) . .
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. (nard, 1938) , ( , , , ) . " " (Inducement), , (contributions) .
(Simon, 1952-1953) , . -
. 33
- . . , (profits) - , (Surplus) , , . - - (.. ) . - , - .
. " " - , . - , , , . . (Simon, 1955, 1956) .
: . , . . (Stigler, 1961) , . , . 1956 . , .
, , , ; , . : , . , . . , . . , , . , , , - .
, , . , , , , .
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, 1950- . ; , , , ; - , , - , , , ( ) .
. 34
: . . , . .
C) 2001 .
. . , 100 , , . - 9 2001 . 84 , -, , , , .
1978 . " ". , . , - , . , , " " ("Handbook of Economic Psychology", 1988), - - .
B.C. " ", 1998 . " ". , , - homo oeconomicus - - . , , . , " " ( , ), "THESIS", "" (.: ). , , P.M. ( . ).
, , . , , , , , . , . , , , ; .
, , , . 1933 . , - , . . .
: " "" , , , . , (drives) . , , , . , , , ,
. 35
. , " 1.
, , , : ""? , "" . : , ( ) ( ) . , - - . , : , , .
" " ("Administrative Behavior"), 1947 2001 . ( , ), , , , , . , , , . , , (decision- maker) , , . .
, , , , - , "" . , - . ... , "" , " ".
, . (the psychology of learning) (decision- maker). , , . - , . , . , - . , , .
, , , , , , . , , . " ", , . (Polanyi). , , . " ". , , () , , -
1 . / / . .. . .: , 1995. . 56.
. 36
, . , , .