关键词: 最优化与满意型决策风格, 有限理性模型, 最优化决策悖论, 边际效应, 满意度

Abstract: The maximizers are more likely to pursue optimal solutions, while the satisficers prefer to seek satisfied ones. Based on Rational Choice Theory and The Bounded Rationality Model, the previous studies proposed the maximizing and satisficing styles and thus compared the two groups of decision-makers on their decision-making features and psychological indexes. With regards to pure economic effectiveness, subjective psychological meanings and practical decision-making choices, the question of ‘which one is better between these two decision-making styles’ differs on individuals and decision-making targets. The future studies could focus on improving measuring tools basing on a clear distinction of those two decision-making styles. And then the domain specificity, the relationship between the two styles and the positive emotions and the origin of psychological paradox could be further explored.

Key words: maximizing and satisficing, bounded rationality model, maximization paradox, marginal utility, satisfaction