The Role of Consistency in Behavior Economics

consistency does not give us a criterion for rationality as we understand it but it may be a rational criteria in certain situations. You want to be consistent with respect to a friend but not necessarily with respect to your enemies. The second major interpretation of rationality is one that looks at achieving a certain goal and how do the cognitive capabilities match with the environment? So what are the situations where a lexical graphic heuristic or just looking at one reason, where will they succeed and where not?"