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Models of Bounded Rationality are often seen as more realistic than the traditional alternatives based on the fully-rational homo economicus, assumed by Expected Utility Theory (EUT). In his seminal paper on Bounded Rationality Simon (1955) pictured a decision maker as having computational capacities and limited information. These changes were well received by many economists who disliked the "hopelessly un-realist" flavor of based-EUT models. To put Simon (1955) in a nutshell, though real agents cannot maximize because his rationality and knowledge is bounded, they can satisfy in the sense of choosing a good (but not necessary optimal) option. This view is attractive because it is in line with commonsense and seems to be descriptively accurate, but unfortunately it lacks empirical content-or, to say the least, it certainly has less empirical content than EUT.

I. Introduction It is generally accepted that price may enter into the determination of consumers' choice in two ways: as an indicator of cost and as an indicator of quality. Contemporary demand theory rests heavily on the first of these two functions while the second tends to be treated as if it were an exceptional and anomalous phenomenon, to be mentioned only in order to be dismissed as unimportant. Indeed, it is of considerable analytical convenience to ignore price as a quality indicator, because if this is not done, the utility function of the individual must be formulated so as to incorporate an additional set of independent variables, namely the prices of all the commodities in the market. The problem is not intrinsically insoluble but it leads to difficulties which can be avoided simply by denying the relevance of this aspect of price.

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The authors report on an enquiry they carried out in Nottingham, to determine the extent to which housewives are conscious of the price of an article at the time of its purchase. They find that for many of the fifteen grocery products covered, a high proportion of housewives were aware of the prices, although the proportion varied somewhat between the products. The results of the enquiry are analysed in several ways and their implications discussed.