I received this interesting email from a male friend over the weekend, describing his shopping strategy:
If I want to buy a £75 external hard drive for my computer for example, I will go and look at them in at least four shops, asking each sales assistant for an opinion. Then I will read up on the model I finally decide upon in Which or other reports. If I could find someone who uses one of these I would ask them if they made the right decision and where they bought theirs. As a final act to convince myself I will go online to see if I can buy the model cheaper and if this doesn't bring a result, after about two weeks have gone by, I will go back to the shop and make my purchase. I think the word people use to describe this method of purchasing is called 'agonising.' On the other hand, I have been with [my wife] who has seen completely by chance an item of clothing on the rack for £150 and 90 seconds later the credit card is being swiped. But I really do have a lot of fun using my method and am reminded of that fun every time I use the item.