By Liz Koblyk. It seems that, when it comes to making choices, choosing what’s “good enough” is more useful than seeking what’s rationally the best option. According to one group of researchers (PDF), now old-fashioned theories of rational choice rely on the myth that people are rational choosers [who] go through life with all their options arrayed before them, as if on a buffet table. They have complete information about the costs and benefits associated with each option. They compare the options with one another on a single scale of preference, or value, or utility. And after making the comparisons, people choose so as to maximize their preferences, or values, or utilities. Read more...