Image Theory

Image theory (Beach and Mitchell) holds that decisions are made by checking whether an option fits internal images: standards or mental frameworks.

Why not just compute expected utility?

Most real-world decision making is filtering against values and plans, not formally computing expected utility.

• Value image: principles, morals, values
• Trajectory image: goals and future direction
• Strategic image: plans for getting there

A candidate option gets checked against these. If it clashes with any, it’s screened out early, before careful comparison.