In the Black Box of Rationality

U tekstu se razmatraju različiti modeli odlučivanja, prvi korišten u ekonomici, drugi u sociologiji. Neoklasični model polazi od pojedinca čije je djelovanje usmjereno maksimiziranju vlastitih interesa. Suprotno tome, sociolozi su preokupirani modelom aktera čiji su postupci određeni kolektivnim normama-i-vrijednostima. U oba slučaja, riječ je o nerealističnim koncepcijama. Središnja teza rada jest da je akterovo ponašanje (izbor) utemeljeno povezanošču instrumentalne i normativno-afektivne racionalnosti. Autor iznosi argumente u prilog takvog modela "ukorijenjene" racionalnosti.The author outlines a radically different decision-making model from the ones widely used in economics and in sociology. The neoclassical decision making model assumes that individuals know what is in their self interest and make choices accordingly (Utilitarian tradition). Sociologists, on the other hand, have been preoccupied with the concept of actors, whose choices are dominated by collective norms (Durkheimian tradition). Both concepts are highly unrealistic. The central thesis advanced here is that the majority of choices actors make are largely based on the interrelation between two typical viewpoints of rationality. Here an attempt is made to provide the rational choice framework which integrates instrumental rationality (cognitive, analytic) and normative-affective factors. This model is considered more appropriate than its older alternatives: homo economicus and homo sociologicus. Granovetter’s concept of embedded rationality is of crucial importance for keeping the three segments in such relations