Some people choose their gear based on what other people think.
Some people choose their gear based on brand names.
Some people choose their gear based on list price.
Why? That will remain forever puzzling to me.
RKW already commented on this, but I'll just frame it a bit differently. These are all commonly used heuristics. (I don't think this is really "forever puzzling" to ArmchairPhilosopher, but that assertion provides me an excuse to counter-philosophize.)
This is a pretty good definition of a heuristic:
"Heuristics are
mental shortcuts that can facilitate problem-solving and probability judgments. These strategies are generalizations, or rules-of-thumb, reduce cognitive load, and can be effective for making immediate judgments, however, they often result in irrational or inaccurate conclusions." (The Decision Lab, it was the top of the list on a Google search. Emphasis in the original.)
But I would quibble about the "immediate judgments" in that definition. That applies for sure if the question is "is the shadow under that bush over there a lurking lion"? In modern life where most of us don't deal with the immediate existential threat of Lion-equivalents so often, heuristics are often useful in getting more quickly to a short list of candidate solutions for the problem at hand.
Very few people, making a decision on buying a piece of audio gear to fit some perceived audio need, are going to bring all of the top candidates into their house for an extended audition ... that takes a lot of money, time, space, spousal tolerance, etc.
* Some people choose their gear based on what other people think. ==> wisdom of the crowds, and/or specific people who seem to be experts
* Some people choose their gear based on brand names. ==> track record and/or "reputation." Since this is a Schiit thread, I can stay on-topic by saying that my personal experience and bias is that if I buy Schiit, I'm going to get great performance for the price, i.e., high value. (Bifrost OG, SYS (n=2), Magni 3, Yggy LIM, Freya+, Loki, Lyr3, Folkvangr.)
* Some people choose their gear based on list price. ==> assumes the manufacturer knows the value of its products vs the marketplace.
The more you know about a subject, the less you tend to lean on heuristics.
AND ... the more important a decision is to you personally, the more effort you're willing to invest in
trying to make the
optimal decision for
you.
I go to the grocery store. I buy the same brand of toilet paper I bought the last time. Why? It did its job as expected, and absent a problem, I'm not spending more time on re-thinking which type to buy.
(Which brings up a blindness in how we generally do things. I didn't think of my first decision on a preferred brand of toilet paper as "I'm choosing the quality/price/brand for the next 5,000 rolls of toilet paper I will need." Had I done so, maybe I would have made a more thoughtful choice, at the beginning. Eh.... NAH! Or maybe I would have planned to try a different brand every 12 months, as a challenger for the current king of the hill, as a strategy for painlessly evolving to the optimal-for-me decision over time.)
$1,000-plus for a tube amp or new headphone? For me, that's a decision that will require a lot of "research" and thought. But planning the trip is part of the fun of the hobby. (To me, maybe not to everybody.)
Also ... if you are the kind of person prone to second-guessing yourself, or buyer's remorse, you probably should invest more time and perhaps more formality into making decisions.
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TL;DR -
if people inexplicably use different heuristics in making decisions than you would,
...they probably think that decision isn't as important to them, in their personal situation,
......as you think it is to you, given your personal situation.