Rational Models and Real Decisions in Risk Society

The article shows that the concept of rationality in decision-making processes underwent a transformation. The methodological conclusion that can be drawn from the study of real decision-making practices in the
conditions of risk is that it is necessary to take into account the irrationality of the person, both in the analysis of these processes and in the construction of their models. In the conditions of risk, a person wants to have a rational
basis for making prudent decisions, and he needs general methodological recommendations for action. The decision-making procedure has the same bases that can be built in accordance with the general methodological
algorithm that enhances its effectiveness. In this context, the article provides justification for the necessity of normative decision-making models that serve as guidelines and a methodological basis for the person
facing a difficult choice problem. In addition, these models can be used in education.

Keywords: rational choice, decision-making, model, utility, value, risk, methodology.