ABSTRACT
Image theory emerged initially as an attempt to develop further the ideas of Miller, Galanter, and Pribram (1960). It is directly in the tradition of behavioral decision theory, and represents an approach to applying this type of theory first to individual decision processes and then to decisions at the organizational level. In doing this it moves to quite advanced conceptualizations in this area, of a kind that break considerably with the classical versions of decision theory and with those most frequently associated with economics.
