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Q. Why is it so effective over time?
SCHAAP. Well, this is an area where I had to consult with other experts because it turns out really to be a neurological function. And that was first explained to me by a -- a professor at Harvard Medical School. And it has to do with the way the human brain remembers things, the way we learn things, the way we create patterns and associations and reinforce -- well, I don't know how you -- it sort of like channels in the brain when certain things trigger certain collateral thoughts. And when you associate one thing with another over time, just the mention of the one brings the association of the other.
What this will sometimes mean is that even when something is later exposed as a lie, if it was accepted as a truth for a long time, the exposure of it as a lie is not believed. It's in one ear and out the other.