Medical overuse, or health services for which potential harms outweigh benefits, is common and persistent. Medical overuse is assumed to exist when regional variation occurs without improvements in outcomes and is believed to be driven largely by perverse financial incentives and local cultures of care. 1 In this issue of JAMA Internal Medicine, Schwartz and colleagues 2 quantified variations in primary care physician provision of low-value services (largely representing overuse) among Medicare beneficiaries and characterized associations with physician characteristics such as age, training, and research activities. Although practice varied widely within organizations, little variation was due to observable physician characteristics. These findings suggest that overuse drivers go beyond incentives and culture and that reducing overuse will require deeper understanding of physician behavior.Behavioral economics describes the following 2 modes of decision making: reflexive, intuitive processes and those that are conscious, reflective, and analytic. 3 Reflexive decisions require less cognitive effort and generally predominate; mental shortcuts, or heuristics, facilitate reflexive thought. 3 Practicing medicine involves both types of decision making. Reflexive clinical decisions may rely on unconscious pattern recognition (eg, diagnosing acne), whereas reflective decisions require complex reasoning, evidence interpretation, or nuanced communication. Common cognitive biases can lead to errors in both types of decision making, undermining analytic thinking and enabling inappropriate reflexive thinking when deeper analysis is warranted. In physicians these biases are associated with medical and diagnostic errors. 4 Medical overuse can thus be framed as a clinical cognitive error, explained by cognitive processes and biases involving suboptimal analytic thinking and erroneous intuitive decision making. Individual-level variations in overuse described by Schwartz et al 2 arise from differences in cognitive errors.Overuse resulting from cognitive errors involves problems with reflexive and reflective decisions. Although physicians may overrely on heuristics in lieu of analytic thinking, when they do engage in thoughtful consideration they are also likely to make errors that can lead to overuse. Physicians have poor numeracy and generally overestimate the benefits and underestimate the harms of tests and treatments. 5 Knowledge and understanding of medical evidence and basic risk information needed to inform diagnostic and therapeutic decisions may also be poor. Resulting errors of risk-related reasoning vary among individuals and can partly explain why some physicians order tests and treatments that represent overuse.Heuristics, cognitive biases, and other unconscious factors also vary among individuals and influence practice. Basic physician beliefs can facilitate erroneous reflective thinking and lead