Heuristics is a psychological term that refers to the mental shortcuts and simplifications that people use to make quick decisions or process complex information. Heuristics allow the brain to process information quickly and make decisions without the need for extensive analysis.

In neuromarketing, understanding heuristics can help to develop effective marketing strategies that target the human tendency towards certain thought patterns and behaviours. For example, the use of colours, fonts or images associated with certain positive associations, such as health or luxury, can create a heuristic link and increase customers' trust and willingness to buy.

In addition, neuromarketing can utilise heuristics to influence consumer decision-making. For example, companies can set prices based on customers' heuristic thinking patterns, such as the principle of scarcity, which states that consumers are more willing to buy a product if it is presented as limited or rare.