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Emoti-coms: A marketing guide to communicating through emotions by Charles Bal, Xavier Quattrocchi-Oubradous

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Chapter 1. Rationality: A Theory of Economists, a Myth in Business

The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.

– George Bernard Shaw

Rationality is a central principle in many scientific disciplines. It is a philosophical and theoretical framework that enables explanations of numerous situations and behaviours in psychology, sociology, economics and even artificial intelligence. It has also been used to draw the boundaries of so-called rational thinking and decision-making; and employed as a synonym for objectivity and cleverness. It has even been used to discriminate grounded, logic-oriented people from idle ...

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