In 2011, edward cartwright, a behavioral economist, gave credit to the nobel prize–winning economist herbert simon for launching what cartwright calls the "you cannot be serious attack" on the standard economic model. cartwright cites a paper published by simon in 1955 where the author uses the standard economic model to solve elegantly how a rational person should behave. after solving an equation for this rational person’s optimal behavior, simon states: my first empirical proposition is that there is a complete lack of evidence that, in actual human choice situations of any complexity, these computations can be, or are in fact, performed. source: "a behavior model of rational choice." quarterly journal of economics (1955): 104. this statement by simon can be best described as a call to: