I was raised to look for the lowest price on anything. Brands didn't matter. Then I got married to someone who was not so much brand conscious as quality conscious. He did a lot of research before making purchases to make sure that we were getting the best deal or the highest quality item. He is great at finding the best deal for the money too. Since I tend to not want to spend money at all, he is really good at balancing me out.
It is all about finding the balance and then paying with cash for all of your purchases. If you can do this you will be confident in your purchases. You will also be able to know that you are getting the best value for your money, as I learned the hard way when we brought two microwaves in the space of six months, because I voted for the cheapest model, while my husband who did the research wanted to spend about $30.00 more for a bit nicer model that did not have the bad reviews. Sometime choosing the cheapest isn't really choosing the least expensive option.