economics is essentially no different than the manner with which philosophers view practical rationality as it applies to other disciplines in which there exist models of sound judgment, inferencing, and decision-making. Rationality is thus understood as the process through which reasonable conclusions are reached on the basis of thoughtful consideration of demonstrable proof so that the optimal result may be achieved. The fundamental cost-benefit analysis is a typical manifestation of the rationalization process in that the calculated advantages or rewards received will demonstrably outweigh the incurred sacrifice required to obtain those gains. Where the term becomes complicated is the point at which rationality is presumed to label a decision as being successful or unsuccessful, when the reality is that rational decision-making refers to the actual process of making a choice and not the choice itself. When individuals decide what is the best course of action, they do so according to what they perceive is most beneficial and/or fulfilling to them, based on whatever data they have available for consideration. So long as the outcome is consistent with the reasons for electing to behave in that way, the decision is a rational one. The comic book collector who pays thousands of dollars for a collectible issue that completes a long-incomplete series in lieu of buying groceries for the family may not be making a wise choice or even a prudent decision. If this behavior is consistent with the collector's past choices and has been a stated long-term goal, however, then such behavior is nevertheless rational. Rationality is applicable to why a choice was made and what motivated that decision rather than being applied as an evaluative assessment of the choice itself. Rationality in Economics In business, it is imperative that consumers and producers/providers make rational decisions based upon the logical consideration of observed behavior. Given the potentially irrational behavior of most human beings at various times and in various situations under various conditions, the ability to accurately predict such behavior is challenging but necessary if rational decision-making is to occur. By acknowledging the irrationality of governance, employee relations, marketing, customer service, spending patterns, product preferences, trends, and both public and corporate perceptions, stakeholders are more likely to make more rational decisions when it comes to conducting business. Rationality in economics is therefore no longer dependent upon the traditional economic theory of laissez-fair capitalists, but more so on the observations of psychologists