The Keats heuristic refers to the human tendency to make complex decisions based on superficial but appealing features. This means that people tend to favour options that are aesthetically pleasing, easy to understand or emotionally engaging, rather than delving deeper into the facts and data.

The Keats heuristic is important for neuromarketing as it shows that consumers tend to act on the basis of emotional stimuli and that these emotional stimuli can be used in a targeted manner in advertising and marketing. For example, a company can present a product with an appealing design or an emotional advert to attract consumers' attention and persuade them to buy the product.

However, it is also important to note that the Keats heuristic can lead to consumers making irrational decisions and ignoring important factors such as quality and price. Therefore, companies should ensure that their marketing and advertising strategies are not only focussed on superficial features, but are also based on rational and informative arguments and facts.