Bounded rationality, enactive problem solving, and the neuroscience of social interaction.

This article aims to show that there is an alternative way to explain human action with respect to the bottlenecks of the psychology of decision making. The empirical study of human behaviour from mid-20th century to date has mainly developed by looking at a normative model of decision making. In particular Subjective Expected Utility (SEU) decision making, which stems from the subjective expected utility theory of Savage (1954) that itself extended the analysis by Von Neumann and Morgenstern (1944). On this view, the cognitive psychology of decision making precisely reflects the conceptual structure of formal decision theory. This article shows that there is an alternative way to understand decision making by recovering Newell and Simon's account of problem solving, developed in the framework of bounded rationality, and inserting it into the more recent research program of embodied cognition. Herbert Simon emphasized the importance of problem solving and differentiated it from decision making, which he considered a phase downstream of the former. Moreover according to Simon the centre of gravity of the rationality of the action lies in the ability to adapt. And the centre of gravity of adaptation is not so much in the internal environment of the actor as in the pragmatic external environment. The behaviour adapts to external purposes and reveals those characteristics of the system that limit its adaptation. According to Simon (1981), in fact, environmental feedback is the most effective factor in modelling human actions in solving a problem. In addition, his notion of