Reflecting on Gigerenzer’s critique of optimisation

In a series of recent publications, Gigerenzer and his collaborators have attempted to derive new norms of rationality from their psychological research in the Centre for Adaptive Behaviour and Cognition (ABC). Specifically, they have claimed that there are good reasons to replace the norms traditionally used to assess rational behaviour, which rest on the ideal of optimisation. Their proposal has considerable importance, as it has been laid out as a revision of the normative framework accepted in the social, behavioural, and cognitive sciences. Still, whereas the ABC scholars present their approach as diametrically opposed to the framework of optimisation—two incompatible takes on the problem of defining rational behaviour—this paper argues that it is not entirely clear whether this is the case. I introduce a distinction between different kinds of reflection upon norms of rationality that has been neglected by ABC scholars, and provide reasons to think that the departure from the traditional framework might be less radical than ABC scholars suppose. Copyright Springer-Verlag Berlin Heidelberg 2013