Consider that your brain reacts differently to the same situa- tion depending on which chapter you open to. The absence of a in conflict with each other. You may prefer apples to oranges, or- anges to pears, but pears to apples it depends on how the choices (are presented to you. The fact that your mind cannot retain and use everything you know at once is the cause of such biases. One central aspect of a heuristic is that it is blind to reasoning.