I can't remember who did the research, but I recall reading about the emotional attachment shoppers will get from over analyzing a purchase. Essentially if they are trying to decide between option A, B, and C, even though they conclude option B is best for them, they may not make a purchase at all because they've subconsciously become attached to A and C as well through all the research and saying "no" to those options doesn't feel right. That's the short version of it and I'm certain I saw it more than a few times in my old retail days of musical equipment. There's a whole bunch of info out there on behavioral finance (spending) and how to help a client work through it, not become paralyzed by indecision, and preserve your own business development.