Abstract
Rational choice theory is contrasted with the paradigm of program-based behavior suggested by biologist Ernst Mayr. This alternative behavioral paradigm, it is argued, captures much of what makes rational choice explanations intuitively appealing; it avoids, however, many of the criticisms that have been persistently raised against rational choice theory, and it has the advantage of being more in accord with theoretical approaches that are well established in other behavioral sciences. The paradigm of program-based behavior is compared, in particular, with Herbert A. Simon's concept of `bounded rationality' and to the research paradigms of evolutionary epistemology and evolutionary psychology.
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