Part of what you're describing is called sales resistance. The rest is nothing more than deciding on what you think will satisfy you the most. I'll be the last to deny that I want things that are not necessarily the best, the most practical, the best value, the cheapest, and so on. Were it otherwise, I could never justify eating chocolate. I wouldn't have bought half the cars I bought (but would have bought something else instead). I would never go to McDonald's. I might never have married, either.