Memes and Almost Rational Actors

I have yet to see evolved economic theory that does not depend on economic actors being rational - and unboundly so.

From what I see in real life, people do not evaluate their utility functions; they often cannot rationally compare two similar financial products of very simple nature.
What they do instead, is reliance on ready-made recipes, heuristics, or memes.

Instead of evaluating utility of different potential scenarios, people just juggle a lot of "if..then.." memes - many of them taught by media.

One way to develop economic theory would be to decouple actors, who have property rights and some limited rationality, from memes, that influence many decisions.
This might open an interesting dimension, which could bring education, religion, and culture into scope of economic theory.