Customers make purchasing decisions emotionally and construct elaborate post-hoc justifications after the fact.
As marketers, the reason we exist is to sell them permission to want something.
Buyers purchase the elimination of doubt. They pay for the comfort of knowing they won't look foolish or have to explain themselves later.
Managing how a product is perceived relative to other options matters far more than optimizing the product itself.
Our job is to manufacture plausible excuses for emotional purchases.