Economic model: self-interest (Williamson, 1995)
Social model: network influence and institution influence (Granovetter, 1985;Scott, 1995)
Retrospectively rational model: dissonance theory, people make decision out of their preferences and try to come up with reasonable explanation (Weick, 1964); trade-off between interest and commitment
Moral model: Decision is made on the basis of morality and preferences
Interpretive, cognitive model: decision is made on the basis of how people perceive and interpret the phenomena. Cognitive map (Weick and Bougon, 1977)
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