Self-justification is a psychological process where individuals rationalize their actions or beliefs to maintain a positive self-image. When people make decisions that conflict with their values or societal norms, they often create excuses or explanations to alleviate feelings of guilt or shame. This helps them feel better about their choices, even if those choices are questionable. This phenomenon can be seen in various contexts, such as in business decisions, personal relationships, or moral dilemmas. By justifying their behavior, individuals can avoid confronting the reality of their actions, which can lead to a cycle of denial and further justification.