Preparing for a purchase by comparison shopping before we get into the store is ideal — but let's face it, there are times when laziness ensues and we find ourselves staring at three items that on the surface appear to be identical. Most of us are inclined to pick the one with the mid-ranged price rather than veer to the high and low extremes. Thus, as shoppers we often have extremeness aversion when we're comparison shopping in the moment.
Depending on what it is you're looking to purchase (a bottle of wine vs. a microwave) there's one tip for suppressing this aversion aside from researching ahead of time. Rather than focus on price as the sole component, decide which features you must have and select the item that fits your price range with the most characteristics that match your ideal.