The basic tenet of American rationalism as an intellectual movement against Puritan values insists that rational thoughts based on logical deduction influence the behaviour of an individual. As a broader philosophical framework, human behaviour in rational choice is informed by the socio-political, and economic conditions of the society and culture at large. In the post-modern world, rationalization of thoughts among the population is for their economic benefit, utility and the lack of self-analysis prevalent in their rational choices. Rational choice as a foundation of the individual decision-making process is employed when the individual is presented with alternative choices in the socio-economic context.