Theory perfect rationality assumes that, in a decision situation, the environment, information, beliefs and personal analysis, are optimal; l as estimates of probabilities are easily realizable and l individual has at its disposal information on all possible alternatives and has a complete and consistent system of preferences that allows you to do a perfect analysis of them all, not difficult or limits the mathematical calculations to be performed to determine is the best, therefore ensures that the chosen alternative is a global optimum.
The theory of bounded rationality , sees the decision process from a very different perspective. In the process of decision making, even in relatively simple problems, you can get an upper is impossible to verify all possible alternatives.
People differ in opportunities available as the desire (influenced by factors in their environment). When an individual has to decide, influence it, which owns both the wishes and the opportunities that he believes he possesses. It is uncertain whether those beliefs are correct: e s possible that the person is not aware of some opportunities that actually viable or may believe that you are right some opportunities that really are not, therefore no can be guaranteed to choose the best alternative.
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