摘要：The article explains that the behavioral and cognitive characteristics assumed about the economic agents – in general by New Institutional Economy and particularly by the Transaction Cost Economics - bounded rationality and opportunism – even so they mean a considerable advance in terms of approach when compared with the parameters assumed by the traditional neoclassical theory, still as a program that uses the comparative static analysis – and not dynamic of the processes and evolution for the construction of its main results. In this direction, the text argues that the use of procedural rationality and mental models could add to the economic agent some characteristics – such as creativity and learning – basic to become the explanations more dynamic and consistent with the complex reality.
其他摘要：The article explains that the behavioral and cognitive characteristicsassumed about the economic agents – in general by New Institutional Economyand particularly by the Transaction Cost Economics - bounded rationality andopportunism – even so they mean a considerable advance in terms of approach when compared with the parameters assumed by the traditional neoclassicaltheory, still as a program that uses the comparative static analysis – and notdynamic of the processes and evolution for the construction of its main results.In this direction, the text argues that the use of procedural rationality and mentalmodels could add to the economic agent some characteristics – such as creativityand learning – basic to become the explanations more dynamic and consistentwith the complex reality.
关键词：bounded rationality;transaction cost;mental models;racionalidade limitada;custos de transação;modelos mentais
