Simple rules, either “hard-wired” or learned, which enable people to make judgments and decisions quickly. Heuristics are generally effective, but can lead to bias or other errors in some cases.
Example: People tend to assume that more expensive products are superior. Even when the labels on food items are switched, they are willing to pay more for the “more expensive” item after tasting it.
Grinnell, R. (2009). Heuristic. Psych Central. Retrieved on April 19, 2015, from http://psychcentral.com/encyclopedia/2009/heuristic/