“The cognitive process is centered in the neocortex (which allows us to think about thinking) while Core Beliefs arise from the amygdala (which acts like an internal watchdog scanning the environment for threats). The differences between these two areas of the brain give rise to a number of important characteristics about Core Beliefs. These are: ​•​ Core Beliefs cannot be changed because they are based on a chemical or instinctual reaction (except slowly, over a great deal of time); ​•​ Focusing on one Core Belief can alter the intensity with which another Core Belief is held; ​•​ Core Beliefs are not closely related to facts; ​•​ Core Beliefs are strongly (but irrationally) held; ​•​ The degree to which people rely on Core Beliefs to make a decision can be influenced; and ​•​ Core Beliefs tend to be subconscious and the cognitive mind is used to justify rather than question them. In contrast, when we attempt to resolve our disparate internal drives through a cognitive process, then the decisions tend to be: ​•​ Relatively easy to call to mind; ​•​ Relatively persistent and stable; and ​•​ Relatively resistant to challenges from other ideas or messages. Consider the position of an individual sitting at home watching the television when a political advertisement plays. This patriotic Australian is an undecided voter and also fairly indifferent to the political process (if there is no imminent election looming). When an advertisement appears with a politician draped in an Australian flag, the individual does not pay it cognitive attention. Instead, if they see the Australian flag and associate that with their own patriotism they will arrive at a position that the politician would consider to be pro-positional.”