Rational Choice Theory is an approach used by social scientists to understand human behavior. The approach has long been the dominant paradigm in economics...," (Green, 2002).
This theory is a fundamental framework for understanding "rationality" in relation to economics. And here, rationality simply means that individuals make well deliberated decisions - individuals reason with themselves before purchasing items or making other economic decisions. This is the theory of weighing costs and benefits.
While there are many sub-theories within the overarching theory of rational choice, the main tenant of the theory posits that individuals regularly, and logically, make decisions based against what constraints face them at any particular time (e.g. money constraints, market constraints, sociological constraints, etc., etc...). Most scientists and theorists that support this theory openly acknowledge that this model does not completely reflect reality and the complex structures of choice faced in everyday situations. Yet it is a good model for constructing an understanding of the ways in which individuals rationalize choices.
Individuals maximize their benefits while minimizing their costs through careful consideration of different courses of action. Individuals, according to this model, have infinite amounts of time available in the decision making process.
A rational choice analysis of the market for fresh tomatoes, for example, would generally involve a description of the desired purchases of tomatoes by buyers, the desired production and sales of tomatoes by sellers, and how these desired purchases and desired sales interact to determine the price and quantity sold of tomatoes in the market. The typical tomato buyer is faced with the problem of how much of his income ( or more narrowly, his food budget) to spend of tomatoes as opposed to some other good or service. The typical tomato seller is faced with the problem of how many tomatoes to produce and what price to charge for them, (Green 2002).
Common sense tells us that individuals have sets of outcomes based on sets of decisions. For example, based on whether the tomato buyer buys a tomato, walks away from the stand with nothing, or chooses another vegetable (if applicable) the outcomes vary. The latter would propose a new set of options that would lead into more complex tributaries of decision. Nevertheless, concepts such as strict preference (an individual prefers one particular thing, but could swayed to another), indifference (an individual does not prefer one item over the other), completeness (individual actions are ranked, thus setting up a hierarchical, decisional framework), and transitivity ( an individual prefers one thing over all other things), are all just that, concepts.
Another interesting concept is that of dynamic inconsistency. This concept relates to how individuals view the present and the future when determining what decisions to make. Moreover, to better understand this before talking about it, this concept champions the idea of multiple-selves - each individual is composed of the present-self, the future-self, the past-self, etc., etc.This concept is based on the idea that the decision-maker's selves cannot always (and to be more distinct, hardly ever) agree with one another, fighting among themselves about which decisions to make.
The important concept to know when discussing dynamic inconsistency is that rational choice theory predicts that all of a person's selves will agree with each other at some point (more often than not) and become time-consistent. But this take on dynamic inconsistency is backed up by empirical data that is found to be common in all human instances - it is inherent - it is not a special case relegated to the theory of rational choice.
An example of time inconsistency is: Students, the night before an exam, often wish that the exam could be put off for one more day. If asked on that night, such students might agree to commit to paying, say, $10 on the day of the exam for it to be held the next day. Months before the exam is held, however, students generally do not care much about having the exam put off for one day. And, in fact, if the students were made the same offer at the beginning of the term, that is, they could have the exam put off for one day by committing during registration to pay $10 on the day of the exam, they probably would reject that offer. The choice is the same, although made at different points in time. Because the outcome would change depending on the point in time, the students would exhibit time inconsistency (Wikipedia).
There are more examples and sub-theories dealing with rational choice, but, for the sake of the economic slant of this post, these are the most important. These are the main points stressed when this theory is applied to economics as opposed to other sociological sciences.
But these concepts seem to apply and only hold true in the face of ideal, self-contained instances and don't hold as much weight in real world situations as there are a wide array of circumstances affecting the decision making processes of individuals. And, it would seem, that if rationality were the sole actor in decision making, other theories would not exist due to rationality's implicit role in every day life. We must think of market values and fluctuations, inflation, political and economic health, and the overall idea of rationality itself. What is rational to some may be irrational to others - rationality depends on situational events and individual ideologies.
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