Positioning Herbert Simon within Behavioral Finance
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This article aims to discuss Herbert Simon's contributions to behavioral finance. In addition to a critique of _homo economicus_, the article addressed the concepts of bounded rationality, satisficing, heuristics, and intuition. The discussion highlights how Simon's ideas are compatible with those of prominent authors of behavioral finance, consequently supporting the positioning of the author within this field. It contributes by emphasizing the concept of intuition proposed by Simon. Although little explored in the literature, this concept of intuition applies to circumstances in the practice of investing. Furthermore, the article presents examples that illustrate the adherence of Simon's concepts to the context of investments. Finally, it can encourage further study of Herbert Simon's concepts in behavioral finance.