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It is the finding of neuroscience, in fact, that belief is at least in part a matter of emotion. Whatever we believe to be true lights up areas of our brain responsible for self-identification and the processing of feelings and sentiments. If we believe something, then, the object of our belief becomes an emotionally potent aspect of our own self-image. There is some common sense to this, too: the most passionate of believers and the most strident of New Atheists are palpably, visibly fired up and ready to defend their positions.
