"Don't Think Before You Buy"
A recent study on consumer decision making says that you should go with your gut instinct when buying stuff. Those who don't increase their chances of making inaccurate judgments.
Authors Loran F. Nordgren and Ap Dijksterhuis concluded from a five part study of preference consistency vs deliberation found that those who spent more time making a decision made less accurate judgments than those who went with their gut instincts:
"Whether evaluating abstract objects (Chinese ideograms) or actual consumer items (paintings, apartments, and jellybeans), people who deliberated on their preferences were less consistent than those who made non-deliberative judgments."
The study also claims that the more complex the decision, the more likely those that deliberated would would make a worse choice. As a conclusion, they advised to beware of rogue salesmen using weighed deliberation tactics to bias your decision making process through deliberation.
But my gut instinct is: I don't trust this research.
This advice highly contrasts with my previous advice on 4 resolutions to save money & change spending habits. I still plan to research the hell out of everything before I buy, as long as it makes sense from a cost / hour perspective. But I'd like to hear the logic on both sides of the argument. :)
[University of Chicago] Paper: Loran F. Nordgren and Ap Dijksterhuis. "The Devil Is in the Deliberation: Thinking too Much Reduces Preference Consistency." Journal of Consumer Research: June 2009.