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"... if we initially get a feeling of reward from an idea, we will seek to replicate the feeling multiple times. Each time, the reward centre in the brain, the ventral striatum and more specifically the nucleus accumbens located within it, is triggered, and eventually other parts of the instinctive brain learn to solidify the idea into a fixed one. If we try to change our minds, a fear center in the brain like the anterior insula warns us that danger is imminent. The powerful dorsolateral prefrontal cortex can override these more primitive brain centers and assert reason and logic, but it is slow to act and requires a great deal of determination and effort to do so. Hence, it is fundamentally unnatural and uncomfortable to change our minds, and this is reflected in the way our brains work."

— Sara E. Gorman and Jack M. Gorman, Denying to the Grave: Why We Ignore the Facts That Will Save Us

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