Experience Matters writes, in concern with online commerce and the paradox of choice:

“When we purchase products, we simply have too many choices to make. At a very basic level, we have to scrutinize our purchases to avoid the pitfalls of poor quality or excessive cost. On a slightly higher level, we need to decide whether a given product has the right functions and features to fulfill our requirements. At the highest level, we seek qualities or characteristics in products that enhance our self-esteem and our standing among other people.”

Personally I find it difficult to believe that we follow in such a linear fashion. Trained to believe that what the minds decision process is anything but rational (just look at the lottery), and that the emotional and immediate reactions of a first impression underlies and affects the other decisions that there is to make.

I join the choir “There is no linearity!”.