From the Publisher
Introduces a new theory of decision-making. The culmination of years of research and experience on the part of the author and his colleagues image theory is based on several related assumptions. It assumes that decision-makers pursue plans in the attempt to achieve goals, and that decisions consist of accepting or rejecting new goals and plans in light of the decision-maker's values and ethics. It assumes that most decisions are made in an attempt to ``do what is right'' and that most decisions are made quickly and simply-rarely on the basis of weighing gains and losses as prescribed by classical decision theory. This exciting new approach maintains that decision-makers are trying to satisfy much more fundamental and important considerations than the maximization of profit. Specific applications of the theory are discussed.