Heuristic:

The heuristics of affection say that emotions determine much of our thoughts and, therefore, of our own decisions, something like this has great relevance, for example, in the way we eat, how we buy and how we react to the daily difficulties of life, moments when there is not always time to think, to think […]

For a long time, human beings have been considered a rational animal that judges their environment in an integral and precise way, but, in SETaylor’s words, we are “cognitively deficient”. A metaphor for representing the human being as a maximum optimizer of mental processes. Cognitive strategies to achieve them are heuristic. Heuristics are mental shortcuts