... choices; that is, choices that maximize the payoff for the predicted outcome. Decisions that do not maximize the predicted payoff are termed as mistakes or irrational choices and discarded. However, research in behavioral economics, psychology, and cognitive science has studied the human mind...

...Pawat Chusilp; Yan Jin Mental iteration in conceptual design involves repetition of cognitive activities when designers perceive discrepancies of the desired state and current state of design. Although it is believed that mental iteration has significant impact on design process and design results...