Humanly rational choice 1 (why we don't maximize)
Wherein I distinguish satisficing from other strategies that it might be rational for a "global optimizer" to employ. I distinguish moderate goals from satisficing strategies, and discuss how we operate under self-imposed constraints that compartmentalize our lives so as to create for ourselves the parameters of projects we can handle.
See Michael Byron's response. Link below.
See also Anthony Laden's work on what I would call a theory of reflective rationality. Link below. Gigerenzer too!
Also, here is a lovely essay on self-transformation by David Holley.