Using Bounded Rationality to Adopt Healthy Decision-Making in Eating

Abstract

The focus of the current work is integrating the theory of bounded rationality with decision-making regarding eating behaviour. Bounded rationality outlines how individuals make decisions while constrained to time, cognitive capability, and their environment. It proposes the use of heuristics, or simple mental tools, which show to be both fast and frugal. Bounded rationality's focus in on the interaction between cognition and the environment- that is, the selection of heuristics used will depend on both the environmental context and cognitive capacity. Bounded rationality’s emphasis on the environmental context as a major influence in the decision-making process complements present theories in food decision-making. Variance of cognitive capability in the selection of heuristics in food decision-making is less studied, and will be explored. Bounded rationality will be described, related to existing models, and reviewed through empirical evidence. This work has possible implications for designing heuristic-based weight management programs centered around food decision-making, which cater to both the environment and cognitive capabilities of the target group.