The lure for buying is learning

Once you have learned all the options, you make a value judgment.
Your research is new knowledge, and you have to put knowledge to use.

Clever marketing wraps the consumer in minor choice differentiations. Each small decision is a small reflection of you (your taste and values): you shape your identity by choice, and your agency is completed through action.

The consumerist trap is to entangle your shaping of self with commodity selection.