So it's the same premise as bounded rationality, that we have a human mind that is bounded in some sort of way and relying on shortcuts, and that those shortcuts can sometimes lead us astray.
There are ten, I say, under my breath the first, and in many ways the most important recommendation is to be constantly alert to our natural impulses that lead us astray.
They can be very powerful and bring people to a side, but appeals to pathos can also lead readers astray, letting their emotions take them away from their actual goals or values.