Rationalization by its literal term means, efforts made to explain an individual’s behavior or behavior or attitude of anything under process. It is a process through which emotional actions and thoughts are explained and justified by logic and rational thinking by facts, by theories, by such data which is collected through surveys: through this process people having superstitious values convert their respect for orthodox and magical powers into rational and scientific thoughts, thereby finding reasons for the cause of such incidents. Such traditions also are replaced by rational thought and logical action.
Value-rational thought and action involved, achieving such ways or the most efficient way which makes us able to achieve the scientific and logical thoughts and values. The term, “the most efficient way” which is used in the previous definition of value-rational thoughts defines the way which is fastest and most cost-effective so that profit can be achieved.
There are many examples of such businesses or other examples of such business ideas which show some traits of rational thinking: one of such examples includes making the mouth of toothpaste tube wider; moreover making such pens which cannot be recycled, such pens must be thrown after they get used one time. In this way, the company is increasing the cost of a material by just 1 rupee, for each piece, but if the business idea is analysed and understood with a broader perspective, then it may be very easily concluded the intention behind such idea: the idea is not merely taking 1 rupee extra from every individual but is paying billions for the single owner, i.e. billions of individual when buying such pens, they pay one rupee extra for each piece and hence collectively, pay billions to the owner.
One of the great Sociologists, Max Weber has explained the term rationalization as the way or a process which organizes daily-life of an individual socially. It changes the thinking of an individual: not an individual. The process provides the scientific reasons for an individual to understand their culture, their social-norms, and folkways etc. It did not change an individual’s habits to more logical ones, but give reason to the existing habits.
On an individual level, habits changes with rational thinking; preferences and the use of materials of an individual gets converted or get changed from a primary level to an advanced level. For example:- a company has come up with the new innovation of sugar-free. Sugar free make things sweet without adding bad or extra calories, such calories which can cause harm to body: habit of drinking sweet tea and taking sweets are not; moreover other examples include taking cholesterol-free diet and using cell phones in place of using bird, moreover developed and better communication techniques and transport facilities are brought in use in order to support rational thinking.
As Weber explained: if an individual has identified a valued goal and have decided his efficient and convenient way or action in order to achieve it, it might be possible for him, to reach the goal a bit slowly.