Rationality And Rational Choice Theory

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In this chapter we analyse earlier studies into human motivation. We describe what, according to our predecessors who study this field, drives individuals in their choices and actions. We summarise rationality, Deci’s and Lindenberg into a model of a social production function. Afterwards, we describe the aspects of these theories that we use in this study. Finally, this paper narrows down to social pressure and describes how social pressure functions, especially in light of earlier analysis of human motivation.
1.1 Earlier work on human motivation
1.1.1. Conventional neoclassicism: Rationality and Rational Choice Theory
The first and foremost important aspect of conventional neoclassicism in economics, is understanding rationality, described as: an individual assesses his or her actions as rational, relative to his believes or judgements. These judgements are based on the relationship between what happens in the world, and on the individuals’ interest, opinions, norms, values, intentions, desires etc. (Spohn, 2002). In order to explain human economic behaviour, economists developed rational choice theory, which helps economists to make estimations about the behaviour of an economic individual and can best be defined as "consumers have transitive preferences and seek to maximise the utility that they derive from those preferences, subject to various constraints" (Ulen, 1999). The most simple form of a utility function under the rational choice theory is U=U(x,y). According

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