the brain calculates the cost of effort for various options which influences the behavior we ultimately choose to do

Heuristics, or mental shortcuts, are evolutionary mechanisms which are "baked in" to human thinking; they save those precious calories LOL

The flip side to those heuristics are cognitive biases, of which @krnel has written so much.
(I've got these posts in a list if you want me to comment them here, unless you'd like to update and/or reSteem later)

Cognitve biases have negative effects, and are basically heuristics gone bad