Our brains work efficiently by taking shortcuts, but this can lead to irrational sports betting. Learn how heuristics effect the betting market, and use these lessons to adjust how you invest your money or analyze politics. Photo borrowed under creative common license. Article citation: Woodland, Linda M., and Bill M. Woodland. "The National Football League Season Wins Total Betting Market: The Impact of Heuristics on Behavior." Southern Economic Journal 82, no. 1 (2015): 38-54. Accessed January 2, 2021. http://www.jstor.org/stable/44114320. Go Bills.