Economic theory has always faced the issue of how to model human behavior, in particular how to model individual decision making in an interactive framework. Assuming that an economic actor, e.g. an individual consumer or a firm, wants to make the decision in his best interest and that he is capable of making this judgment, the two approaches that are currently in use rely on different levels of the decision maker’s rationality. The approach of neoclassical economics, which we will refer to as rational, can be summarized using two requirements. First, the decision maker is assumed to be able to choose the alternative that maximizes utility or profit, given his beliefs about the economic environment and the actions of the other actors in the economy.