What exactly is heuristics? It is defined as cognitive shortcuts that simplify decision making, it essentially seen in action under the conditions of uncertainty. (Source- verywell-Cindy Chung) These heuristics advancements lead to cognitive biases. There are various heuristics like affect, availability, representative, scarcity heuristics etc. Some of the heuristics explained: Scarcity Heuristic- It is largely used by marketers to motivate customers to immediately buy things. The marketer might say that the product will be available only for a limited time and the consumers will believe that they will miss a good deal if they don’t purchase the product immediately. (Source- Takingcareofmyownbusiness.com) Example- Myntra keeps midnight sales which only last for a few hours of the night and customers immediately pick up offers since they believe that the offer won’t last for long and they won’t get a better deal than the existing on...