As a consumer I spend more time than I should thinking about what I buy. I'm heavily influenced by reviews and opinions which I know to be biased and not always authentic but is still the best way to discover hidden issues in a product. I frequently think about the characteristics that I like to see in the product and compare it with similar products. But sincerely, trying to approach a rational decision has become time costly if not counter-productive due to lack of reliable information and strong noise. Pay and pray might be a better strategy.