From Rational Choice To Sensible Choice

Western reason and free established in ancient Greece and Rome era,this kind of tradition fundamentally established the spirit with which theidea world of rational principle and rational order is investigating,reviewingand criticizing the perceptual world, and kept a kind of essential tension ,nervous and confrontation between ideal world and perceptual world,especially reached the modern society taking modern reason as the core, thedepression appearing more and more have caused a series of contradictionsand predicaments in the social evolution: In actual life, on one hand weenjoy the rich life brought in industrialization, on the other hand have toconfront two world wars of destroying several ten million people again; Onone hand we drive the automobile and run quickly on the expresswayexcitedly, take the jet airplane to travel round in the whole world, on theother hand we have to breathe the polluted air; On one hand, the economicglobalization makes each corner of the world share the prosperousadvantage, on the other hand, we have to see, the economic crisis of onecountry will cause the collapse of the economic system in the world. Facingall sorts of social problem, a lot of scholars begin to review reason, begin topay close attention to people's irrational release. Since 19th century later, Kierkegaard, Schopenhauer, Nietzsche andBergson, from one's own angles have carried on deep research to irrationalfactors, such as people's individual's experiencing and will, intuition, etc.,this irrational ideological trend is nearly run through the 20th century in allcultural fields, such as literature, art, drama, music, poem, painting,sculpture, etc.. Following with the irrational ideological trend, rationalchoice of economics became one of the targets. With "rational peoplesuppose" and "free market assume" as foundations, economics structured 51one economic kingdom confronting social sciences all over the world. Newclassical economist Gary Becker believe that, the economic analyticalmethod is not only suitable for explaining the economic behavior, but alsocan explain "evolution of the language, attending frequency of religiousservice, death penalty, legal system, animal becoming extinct, committingsuicide and divorce rate etc.", Becker's analytical method caused muchcensure unavoidably, The main view is, if consider all sorts of influencefactors of the social aspect, rational choice will be a concept which is very aproblem. Non-mainstream economist George A. Akerlof believe that, inpsychology, somebody might do things with purposive behavior maximized,but some people can't react to "maximize" perhaps, especially enter acertain specific environment, even with no behavior be maximized.According to experiment, the psychologist also finds that people's decisionability is very limited, all this completely conflicts the faith of economist's"complete reason" and "rational expectancy". Except economics such as new institutional economics andpsychological economics criticism and perfection to rational choice,sociology has carried on certain introspection to it too. From interpersonalexchange theory of Homans, network structure theory of Granovetter toinside of system theory of Coleman, social elements such as social capital ,system and power gradually coming in, but because the perfection is allrevised around "reason" , not touching its theory essence , there issomething still exists insufficiently. In this case, the appearing of theory of"sensible choice" lets theory of rational choice have possibility ofextricating oneself from a predicament. The purpose of this paper lies in the economic form appearing recently— "experience economy", seek to choose the reality of this kind of choicebehavior of sensible choice. Through the research of change fromAgricultural economy, Industrial economy, Service economy to Experienceeconomy and train of choice behavior corre...