Routledge Advances in Behavioural Economics and Finance Ser.: Bounded Rationality and Behavioural Economics by Graham Mallard (2015, Hardcover)
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ISBN-13: 9781138790209, 978-1138790209. Economics Nobel Laureate Herbert Simon developed the concept of bounded rationality in the 1950s. It has been suggested that the major deficiency of Behavioural Economics is that it has failed to produce a single, widely applicable alternative to constrained optimisation.