rationalization
Definition:
Generally any action designed to improve efficiency. Specifically, it is a form of ego-defence in which unattainable goals are discarded as undesirable while attainable goals are seen as being more desirable.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].