What is meant by the irrationality of rationality?

What is meant by the irrationality of rationality?

Most specifically, irrationality means that rational systems are unreasonable systems– they serve to deny the basic humanity, the human reason, of the people who work within them or are served by them. In other words, rational systems are dehumanizing systems.

What is meant by rational consumer?

A rational consumer is considered to be that person who makes rational consumption decisions. In other words, the consumer who makes his choices after considering all the other alternative goods (and services) available in the market is called a rational consumer.

Is consumer Behaviour rational or irrational?

Consumers and shoppers are purposeful and will more likely act consistently with their underlying preferences and motivations. This is what makes consumers neatly or broadly rational. Rationality does not assume consumers are conscious of their preferences, motives and decision processes.

What does George Ritzer mean by the concept irrationality of rationality?

“Most specifically, irrationality means that rational systems are unreasonable systems. By that I mean that they deny the basic humanity, the human reason, of the people who work within or are served by them.” (Ritzer 1994:154)

What are the principles of formal rationality?

Formal rationality involves the rational calculation of means to ends that are founded on laws, rules and regulations apply in general (Kalberg, 1980). It also relates to a structure including legal, economic, scientific spheres and the bureaucratic domination with industrialization (Karlberg, 1980).

What are the characteristics of a rational consumer?

Someone is considered a ‘rational consumer’ because they are focused on their own self-interest; they maximize their utility in order to gain the most for themselves. As such, self-interest is the driving force of all decision-making.

What does it mean to be rational in economics?

Rationality, for economists, simply means that when you make a choice, you will choose the thing you like best. ¹ This is very different from the way we normally think about rationality. Usually when we talk about rationality we use it to mean sensible, or reasonable.

Why do consumers not behave rationally?

Questioning rational behaviour Have limited capacity to calculate all costs and benefits of a decision. Are influenced by their social networks. Often act reciprocally rather than in their own pure self interest. Lack self control and seek immediate satisfaction.

Are consumers rational according to emotional view?

Research reveals that consumers perceive the same type of personality characteristics in brands as they do in other people. And just like with people, they are attracted more to some personality types than others—attractions which are emotion-based, not rational.

What is the rationality of irrationality?

The Rationality of Irrationality. One of the most well-known sociological theories is George Ritzer’s idea of McDonaldization. Ritzer based his idea on Max Weber’s theories of bureaucracy and rationality. Weber was concerned that capitalism and industrialization were fueling a world where our individual freedoms were being eroded.

Does irrationality in consumer behavior influence purchasing behavior?

This paper deals with irrationality in consumer behavior which has a big influence in purchasing behavior of economic subjects. Relation between demand and supply in the market is usually described by Alfred Marshall´s economic theory which unfortunately does not take into account new knowledge from psychology and neurology.

Is rationality growing out of control?

The Irrationality of Rationality According to George Ritzer, rationalization is growing out of control. He calls the rationalization of the economic sphere “McDonaldization” – a play on the overwhelming success and popularity of the McDonald’s restaurant franchise.

What is the irrationality of fast food?

The Rationality of Irrationality. With obesity, heart disease, diabetes, and other health problems on the rise, especially among children, it is certainly irrational for us to be eating so much fast food. But in addition to these adverse health effects, the production of fast food is also unhealthy for the environment,…