"But aren't people indecisive?" - Marketing For Hippies

especially likely to resort to heuristics when making decisions in situations where a great deal of information has to be considered, there is uncertainty, and time is short.

most shoppers have little choice but to depend on the expended effort heuristic, or some of the other mental shortcuts

This does not mean decisions are made irrationally—it simply means that decisions are usually made nonrationally. People buy with their hearts, and then rationalize their choice with their minds. The data matter … secondarily.

Sometimes all it takes to make a difficult decision is an affirming voice telling you what you know to be true but still need to hear.