As a marketer, one of the most frequently asked questions I get are "how can I sell more?" My answer is "first, tell me how they buy." It's not usually well received. ;)
Most people (that includes you and me!) make about 10,000 decisions a day. Some of them are buying decisions. Most of us are led to believe that decision making is a rational process. Logic, of course, leads us to the best choices and the best solutions. But what really goes on when we (and other consumers) are making decisions?