Consumers do not always make rational, deliberative decisions. They sometimes use mental shortcuts or heuristics that can lead to biases. These heuristics include availability heuristics where consumers judge likelihood based on how easily examples come to mind, anchoring and adjustment heuristics where consumers rely too heavily on initial values and adjust predictions insufficiently based on new information, and representative heuristics where likelihood is judged by similarity to familiar examples rather than objective probabilities. Low involvement consumers also rely more on peripheral cues rather than central product information.