Store brands/name brands

I try to use a lot of store brands, although we've discovered that certain items aren't as good. (Sorry, but Heinz ketchup reigns supreme in my house :)

In the past, I have to admit that I often looked at the comparative prices of store vs. "name-brand" and chose the latter if it was only "a little bit more." Prime example is tomato sauce: the store brand is $.25/can, the national brands are $.33/can. For $.08 difference, I bought the name brand. No big deal, right?

Then one day it hit me: that $.08 represents a 30% (or more) price difference. I wouldn't DREAM of forking over 30% more for a big ticket item like a car, house, or even clothing unless I was sure I was getting something of value for the additional $$$ (Truth be told, I probably wouldn't pay the exta $$$ no matter what!)

So why would I pay that much extra for food or other consumable items - just for a national brand name on the label? (Plus if we stop buying their brands, maybe they'll quit spending all that money on [annoying] advertising!)

Anybody else have moments when "the light dawned" on you like that one did for me?