A CONTEXT-MATCHING THEORY OF CHOOSING

A functional, descriptive, verbal model-the core of a nascent theory-of choosing is offered, likening the act of choosing to a fleeting event in which options are subconsciously matched against one's gestalt image of the relevant contextual field. This context-matching theory is compared with others and matched against accepted characteristics of choosing, and supporting empirical evidence is adduced. Models peripheral to choosing but linked to it are considered, including ones for: context, images, imaging, and intuition. This theory implies searching adjustments in most human-oriented technologies and their associated sciences, and it challenges the validity of the currently dominant models, which say (or imply) that choosing is a rational process. It indicates why projections of alternative contextual futures should be made available to choosers of all kinds.