This article, part of a set of three articles, calls for a critical reexamination of a plethora of phenomena relating to choice and decision making, occasionally addressed by anthropologists, but more regularly studied by economists, political scientists, psychologists, and organization scholars. By means of a bird'seye research overview, we identify certain weak spots pertaining to a formalistic unicentral view of human rationality, and argue that ethnographic approaches casting light on

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... al contexts for thought, reason, and action can explain how choices are framed and constituted from horizons of perceptions and expectations. A positive account of socially and culturally embedded decision making heralds a mode of anthropology with a broad, integrating capacity to address public policy and administration and their interactions with everyday experience and practice.