When you aren't price sensitive, you apply that sort of thinking to most things, if it's a one-off purchase. I do at least. I recently bought a car. I spent ab

When you aren't price sensitive, you apply that sort of thinking to most things, if it's a one-off purchase. I do at least. I recently bought a car. I spent about a year deliberating over it, picking the right market segment, picking the right model, picking the right financing option. Last week I bought a microwave. I just walked into the store, looked at what they had on the shelf, and picked a Panasonic one that was around the right size I was looking for. I didn't even look at the features, I just looked at 'Panasonic.'