Unfortunately, "thinking" doesn't help. The human brain is basically designed to make irrational, illogical decisions most of the time - and all the thinking it does won't help because this thinking happens in the very same, flawed brain which is incredibly prone to self-deception (i.e. even if you think that you're making a rational, informed, logical decision, you're probably not).

A while ago, I read a fairly enlightening book on the subject, written by a professor who's doing experimental research into this irrational behavior. Accepting that the human brain isn't designed to make logical decisions most of the time is about a liberating as accepting that juggling function pointers is usually a bad idea on a '52. ;)