components, the environment stimuli, their perception function and also the reasoning 
machine they use, because the ultimate goal of a rational agent is to maximize its 
utility. 
Typically, artificial intelligence (AI) agent models consider intelligent agent 
decision processes as internal processes that occur in the mind and involve 
exclusively logical reasoning, external inputs being essentially data that are perceived 
directly by the agent. This perspective does not acknowledge any social environment 
whatsoever. In this paper we start from a totally different perspective, by emphasising 
the importance of social influences and a shared ontology on the agent decision 
processes, which then determines agents’ activity. We shall henceforth refer to agent 
as ‘it’ although the EDA model also applies to human agents. In any case, we are 
particularly interested in the situations where information systems are formally 
described, thus making it possible for artificial agents to assist or replace human 
agents. 
An important role of norms in agent decision processes is the so-called cognitive 
economy: by following norms the agent does not have to follow long reasoning chains 
to calculate utilities – it just needs to follow the norms.  
However, instead of adopting a whole-hearted social sciences perspective, which 
is often concerned merely with a macro perspective and a statistical view of social 
activity, we have adopted an intermediate perspective, where social notions are 
introduced to complement the individualistic traditional AI decision models: a 
psycho-social perspective, whereby an agent is endowed with the capability of 
overriding social norms by intentionally deciding so. 
Our model enables the relationship between socially shared beliefs with agent 
individual, private, beliefs; it also enables the analysis of the mutual relationships 
between moral values at the social level with ethical values at the individual level. 
However, we have found particularly interesting analogies in the deontic component, 
specifically in the nature of the entities and processes that are involved in agent goal-
directed behaviour, by inspecting and comparing both the social processes and 
individual processes enacted in the deontic component of the EDA model. 
This was motivated by the close relationship between deontic concepts and agency 
concepts, and represents a direction of research that studies agency in terms of 
normative social concepts: obligations, responsibilities, commitments and duties. 
These concepts, together with the concepts of power/influence, contribute to facilitate 
the creation of organisational models, and are compatible with a vision of 
organisations as normative information systems as well as with the notion of 
information field that underlies the organisational semiotics approach, on which the 
work presented in this paper is inspired. 
As will be explained in more detail in the next section, an essential aspect of the 
EDA model is that the Deontic component is based on the notion of generalised goal 
as a kind of obligation, that encompasses both social goals (social obligations) and 
individual goals (self obligations). Following a traditional designation in DAI, we 
designate those individual generalised goals that are inserted in the agenda as 
achievement goals, as in [4]. Figure 3 describes the parallelism between mental and 
social constructs that lead to setting a goal in the agenda, and which justifies the 
adoption of the aforementioned generalised obligation. Here, p represents a 
proposition (world state). 
()Bp
α
 represents p as one of agent