According　to　management　by　objectives　(MBO)　theory,　the　significance　of　management　objectives　must　be　considered　as　a　reference　point　in　a　performance　evaluation.　Cross　efficiency　evaluation　has　always　been　considered　to　be　one　of　the　important　performance　evaluation　methods.　However,　few　studies　to　date　have　considered　the　impact　of　management　objectives　on　cross　efficiency.　According　to　prospect　theory,　the　choice　of　reference　point　will　cause　irrational　psychology　in　decision　makers.　A　management　objective　is　a　natural　reference　point,　which　will　cause　a　‘gain　and　loss’　psychology　in　enterprises　and　may　create　irrational　psychology.　Performance　level　is　an　important　index　by　which　to　evaluate　resource　allocation,　which　in　turn　can　be　regarded　as　an　important　enterprise　management　objective.　This　paper　proposes　a　cross　efficiency　evaluation　method　based　on　performance　level.　Cross　efficiency　evaluation　models　are　constructed,　based　on　the　irrational　psychology　that　occurs　under　organization　objectives,　personal　objectives　and　composite　objectives.　This　method　not　only　considers　the　bounded　rational　behavior　of　enterprises,　but　is　also　more　flexible.　A　numerical　example　is　given　to　illustrate　the　application　of　the　bounded　rational　cross　efficiency　evaluation　method　in　data　envelopment　analysis　(DEA)　ranking.　©　The　Author(s)　2024.