Tell me this has happened to you too: you're on the hunt for the best deal out there on something, so you do your research, your due diligence, you shop around. You find the lowest-cost, best-quality option for whatever thing you're buying. You're good to go!
And then, out of the blue, you end up in some shop or website and - throwing all your comparison shopping to the wind - you pull the trigger and take the first deal you see.
We might know the right thing to do, but doing the right thing is a different matter. And when it comes to financial products like credit cards, savings accounts and mortgages, choosing gets even more complex.
"People are universally very, very bad at it," says behavioural finance expert Elaine Kempson, based on her work with focus groups in a variety of countries. One person she interviewed described it as "paralysis by analysis" because of all the complexity involved - "the more I look at what's out there, the more paralysed I become".