When you "see it" and if you not going just by cheapest price, one of the things you might go by is "familiarity" (for products in the same space that are similarly priced). That "familiarity" which introduces a sense of "maybe it's good" because you've seen it mentioned many times is sometimes introduced by the advertising of the product you constantly see as you go around the Internet. All that happens prior to you actually buying the product.