(1) The change that occurs within an industry to compensate for some form of imbalance, such as the need to achieve greater economies of scale.
(2) One of the defense mechanisms in which sometimes individuals redefine the frustrating situation by inventing plausible reasons for not being able to attain their goals. Or they may decide that the goal really was not worth pursuing. Rationalizations are not deliberate lies but an explanation on account of some frustrating situation. Thus, a consumer who cannot give up smoking may convince himself that he is smoking less if he smokes fewer (though longer) cigarettes each day.
