The choices theory states that individuals use rational calculations to make rational choices and achieve outcomes that are aligned with their own personal objectives.
Advantages
- Helpful in explaining individual and collective behaviours.
- All theories attempt to give meaning to the things we observe in the world.
- Can help to explain behaviour that seems irrational.
Disadvantages
- Individuals do not always make rational decisions.
- In reality, people are often moved by external factors that are not rational, such as emotions.
- Individuals do not have perfect access to the information they would need to make the most rational decision every time.
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