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Briefly stated, image theory assumes that people "adopt and implement plans to reach goals in order to satisfy principles" (Mitchell & Beach, 1990, p. 16)
— Image theory
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Image theory
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Images are defined to be information structures, with different kind of images representing different kind of information about what the actor is doing, why and how, and what kind of progress is being made.
— Image theory
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Within image theory (e.g., Beach, 1990; Mitchell & Beach, 1990), it is suggested that important components of decision-making processes are the different “images” that a person may use to evaluate choice options. Images may represent a person's principles, goals, or plans. Decision options may then match or not match these images and be adopted, rejected, considered further, depending on circumstances.
— Image theory