"Thinking hard about a complex decision that rests on multiple factors appears to bamboozle the conscious mind so that people only consider a subset of information, which they weight inappropriately, resulting in an unsatisfactory choice."
from Why Don't you sleep on it? on slashdot
This conclusion seem more or less coincide with my experience that I am helpless when deciding which brand of laptop computer should i rely on. And Eventually, I probably decide by coins...
And no doubt that Apple is more or less utilizing such bug of brains. God knows why their product sells at such an exorbitant price but get such success?