赫伯特·亚历山大·西蒙（英语：Herbert Alexander Simon，1916年6月15日—2001年2月9日），汉名为司马贺，美国著名学者，计算机科学家和心理学家，研究领域涉及认知心理学、计算机科学、公共行政、经济学、管理学和科学哲学等多个方向。为1975年图灵奖得主，1978年，获得诺贝尔经济学奖。
The capacity of the human mind for formulating and solving complex problems is very small compared with the size of the problems whose solution is required for objectively rational behavior in the real world.
Human beings, viewed as behaving systems, are quite simple. The apparent complexity of our behavior over time is largely a reflection of the complexity of the environment in which we find ourselves.
What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.
