e extent of information processing: In the absence of e ective information processing,
the alternatives are not evaluated in an appropriate manner. Problems occur because of per-
ceptual bias that distorts the evaluation of alternatives and the information associated with
it. Also, it may not be possible for the decision maker to be aware of all the possible alterna-
tives and their outcomes (Simon 1957). As a result of this, the evaluation process becomes
limited to the information available. For example, if a person has to purchase a camera, his
ability to generate and evaluate the alternatives depends ...
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