Otherwise, you might just go crazy!
Personally, when I want to buy something, I always try to purchase the best available I can afford.
By afford, I mean something with credit I can pay off without worrying too much. This was mainly learned from my buy and sell routine with guitars. If I had just purchased that PRS right off the bat, I could have saved a lot of money :)
By best, I mean based on ratings and features important to me.
Another interesting idea: Barry Schwartz's _The Paradox of Choice_
Sometimes trying to maximize is more trouble than it's worth. "Satisficing" is a good way to economize. Save your maximizing behavior (and thus your mental resources) for the choices that matter the most.