Image Theory: Decision Making in Personal and Organizational Contexts (Wiley Series in Industrial and Organizational Psychology)

Image theory represents a logical extension of earlier work on a contingency model of decision strategies. It is based on a belief that most people, most of the time, for most decisions use fairly unanalytic strategies. Image theory is intended to provide a radical departure from the prevailing paradigm of rational decision making. This theory uses terms like images, values, principles and fittingness, and argues that the domain of traditional decision theory is probably a poor description of most decision processes.