The Ted Radio Hour on NPR is really good! I heard this program recently on the Brand Over Brain . There were some startling findings. We can be fooled, all of us, about which products are the best ones for the best price. We can be convinced that drinking an average cup of coffee is the best glass of coffee we ever drank. It's called branding. I think this hits religious beliefs hard, very hard. It's because one's own adopted religion was branded as having more value than the other religions in the world. Just like that cup of coffee, with branding people can come to believe their own religion is the best one in the world, the true one. The antidote to this cognitive bias is for young adults who leave the homes of their parents to demand hard cold objective sufficient evidence for what they were indoctrinated to believe. It's to take the Outsider Test for Faith.