Bounded rationality and satisficing in young peopleʹs Web-based decision making

This study investigated Simonʹs behavioral decision-making theories of bounded rationality and satisficing in relation to young peopleʹs decision making in the World Wide Web, and considered the role of personal preferences in Web-based decisions. It employed a qualitative research methodology involving group interviews with 22 adolescent females. Data analysis took the form of iterative pattern coding using QSR NUD*IST Vivo qualitative data analysis software. Data analysis revealed that the study participants did operate within the limits of bounded rationality. These limits took the form of time constraints, information overload, and physical constraints. Data analysis also uncovered two major satisficing behaviors—reduction and termination. Personal preference was found to play a major role in Web site evaluation in the areas of graphic/multimedia and subject content preferences. This study has related implications for Web site designers and for adult intermediaries who work with young people and the Web.