The theme of firms exploiting consumers is also present in Ellison’s survey, which focuses primarily on irrational consumers. However, the main issues are methodological. The rational game-theoretic approach has dominated theoretical and empirical work in IO for the past twenty years. Indeed, the literature on bounded rationality in IO is so sparse that Ellison’s survey is in part a discussion of the potential of bounded rationality approaches for the field. A leading theorist recently told me that he thought that IO economists are so heavily invested in the rational game-theoretic approach that we are unwilling to consider other approaches

IO时什么意思？  谢谢了