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朴準鶴 동국대학교 대학원 1973 大學院硏究論集-東國大學校 大學院 Vol.3 No.-
There have been several attempt to build models of decision behavior. There models assume that man has the insight and ability to evaluate every possible alternative available to him, understand the state of the environment he behave in and forcast the consequences his decision will bring about. But such models are unrealistic. There are a number of cases in which structures of decisions are so complicated that it is beyond the reach of the ability of man to assess every aspect of his decision. Hence we need a decision model of simplified cognitive map tat help us understand the logic in decision behavior. In deciding preference that meets the satisficing criteria, the criteria are parts of the environment. Like other elements of the definition, the environment is not to be seen as "given." The process of setting and revising criteria is also taken into consideration, since it does not go out of rationality criteria. Optimizing rule means tat the criteria are set at a level of equilibrium of marginal improvement caused by raising criteria, with cost incurred during process of groping of the alternatives that satisfy the raised ones. The optimizing point of man's utility is reached by raising them, when easy to find better means, and by lowering when difficult to find them. The optimizing point is not so far off from the maxmizing point, when costs of searching for better alternatives taken into account;a process that resembles automatic servo mechanism.