NATURALISTIČKI PRISTUP ODLUČIVANJU: TEORIJA SLIKA
NATURALISTIC DECISION MAKING: IMAGE THEORY

Summary/Abstract: Unlike prescriptive decision making approach, naturalistic decision making does not prescribe the best way to make decisions, but seeks to provide an answer to the question of how decisions actually happen; how decisions are made in complex real world contexts and why they are made the way they are. One of the leading theories within the naturalistic decision making research paradigm is the image theory. It completely abandons the former “gamble” metaphor and its normative logic, and provides a valid description of how people make decisions in dynamic, uncertain and ambiguous environments. Image theory presents a compelling argument that reveals the processes that individuals and organizations really follow when they make decisions. In contrast to the traditional decision making models which observed information as only determining factor of decision making process, image theory takes into consideration a number of other important factors and explains how values and goals that an individual has or sets in combination with the currently available information define its decision making process.

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