Economic modelling with low-cognition agents

The standard socio-economic model (SSSM) postulates very considerable cognitive powers on the part of its agents. They are able to gather all relevant information in any given situation, and to take the optimal decision on the basis of it, given their tastes and preferences. This behavioural rule is postulated to be universal. The concept of bounded rationality relaxes this somewhat, by permitting agents to have access to only limited amounts of information. But agents still optimise subject to their information set and tastes. Empirical work in economics over the past 20 years or so has shown that in general these behavioural postulates lack empirical validity. Instead, agents appear to have limited ability to gather information, and use simple rules of thumb to process the information which they have in order to take decisions. Building theoretical models on these realistic foundations which give better accounts of empirical phenomena than does the SSSM is an important challenge to both economists and econophysicists. Considerable progress has already been made in a short space of time, and examples are given in this paper. r 2006 Elsevier B.V. All rights reserved.