American political scientist, Herbert Simon, challenged this view with his idea of bounded rationality, which states that neoclassical economics takes the back seat because of the effect of bounded rationality. Satisficers are not adept at making consistent decisions. They always decide based on morality, social standards, affection, justice and peer influences, subject to many forces, including our prejudices. They might even make decisions in the heat of the moment without thinking about repercussions.