Decision fatigue and opportunity cost aversion is a big factor too, I think. When comparing consumer products where there's lots of choices, I find myself find

Decision fatigue and opportunity cost aversion is a big factor too, I think. When comparing consumer products where there's lots of choices, I find myself finding an OK options and 'falling in love' with it - when I reflect, it's basically a way of cutting through all the reviews and deciding that one is the best and I've no reason to regret buying it or need to do any more trawling through reviews and comparisons. I'll just buy this one and be done with it. This strategy often works, to be fair!