Rationalization is a process and a system which is more common to modern systems than the ones existing pre-capitalistic era-for obvious reasons. Capitalism brought with itself a wave of profit making and money creating activities which resulted in a different social behavior than the one present (Elster, 1979).
Over time, this social behavior gained more and more acceptance and steadily, replaced the earlier social settings. These institutions and social settings became a norm-rational decision making was perceived to be the order of the day and the way to attain success.
Rationalization is hence, a product of a profit seeking movement that we define as capitalism today. Though it has resulted in creating temporary profits and success yet the failure in terms of the negative impact on the human resource has created numerous other problems.