fronting the reality of economic history? Let us begin our short evaluation with the
individual decision-maker, the atom of economic analysis. In the real world pro-
ducers often, for one reason or another, do not want to be maximisers but prefer to
be satisficers, or, to think in terms of a target-income, market share or continuity.
Neoclassical economists, rightly, often react to such objections that in a situation
of competition you will be forced to be rational, otherwise you will be wiped out.
That may very well be true, in a situation of fierce competition. These are anything
but universal. Consumers in their turn may not always make the best choices, but
then, neo-classical economists will suggest, they will have to pay dearly for their
irrationality. Again that may very well be true. But historians know that not every-
body in the past " or in the present " seems to mind.
But let us suppose an economic agent wants to be rational, could he? Even in the
best of all worlds being rational is a hell of a job. Economists admit that in real life,
rationality very often is beyond the grasp of decision-makers who nevertheless
have to make some decision. There is a wide range of possible reasons for that. I
just mention having too much or too little relevant information, lacking time and/
or resources to make all the necessary calculations, and operating in a situation of
risk or uncertainty. In practice this means that economists know that individuals
are hardly ever rational in the formal, thick, cost-benefit sense, even in the so-
called modern, calculating times we are now living in. Suggesting that whatever
people have chosen, reveals their preferences, and is therefore “rational,” deprives
the concept of all meaning. The rationality of the individual actor is not only “bound-
ed” by his personal abilities or proclivities. Making rational choices also implies
being in the position to be able to strictly compare and order options and of having
any options. It implies comparability or preferably calculability, freedom to act
and the availability of alternatives. It is hard to be systematically rational and, for
example, produce efficiently, when the environment is constantly changing, when
there is no yardstick to compare the things you want , when you are not allowed to
choose, or when there simply is nothing to choose, only one pub in the entire town.
In mainstream economics your window of opportunities simply is a function of
your budget. In reality it is conditioned by the entire context in which you live. The
choices people make, whether we consider them rational or irrational not, eco-
nomic or not, never are individual choices made in a vacuum. They are made in
societies with a certain culture, certain institutions and a specific history. In real
life these play a fundamental role in every decision-making process. That does not
necessarily make them irrational. On the contrary, it can very well make them
rational in the context of a set of overall preferences. In every society the econom-
ic is “embedded” in culture, even in capitalist society where the economic is said
to have been more detached from society than in any other type of society. Even
now there are many cultural reasons for not allowing activities that would be prof-
itable or satisfy wants. Even now there are values that overrule the economic. As
we see for example in laws against dealing in drugs and weapons, or against child