According to Herbert Simon, people tend to make decisions by satisficing (a combination of sufficing and satisfying) rather than optimizing (Simon, 1956). Decisions are often simply good enough in light of the costs and constraints involved. As a heuristic, satisficing individuals will choose options that meet basic decision criteria. A focus on satisficing can be used by choice architects when decision makers are prone to procrastination (Johnson et al., 2012).


Johnson, E. J., Shu, S. B., Dellaert, B. G.C., Fox, C. R., Goldstein, D. G.,  Häubl, G., Larrick, R. P., Payne, J. W., Peters, E., Schkade, D., Wansink, B., & Weber, E. U. (2012), Beyond nudges: Tools of a choice architecture, Marketing Letters, 23, 487-504.

Simon, H. A. (1956). Rational choice and the structure of the environment. Psychological Review 63(2), 129-138.