Consumer Behavior Kristin Donnelly 1 Heuristics 2 What do we do when we estimate? Consumers estimate outcomes all the time E.g., can use this lettuce before it goes bad? Can I get there on time with the train or do I need to Uber? Is this product going to work? Is my bracket going to win? How do we estimate an outcome so that we can make a decision or pursue a course of action? One common strategy is to use heuristics. 3