“The cognitive point here is that we generally make sense of confusing things by judging them against various preconceptions. When confronted with a new proposition we don’t start thinking about it with a blank sheet in front of us; instead, we place the proposition somewhere in relation to our pre-existing structure of beliefs and attitudes, this makes liked much easier, because we can reduce even a complicated judgement to a simple binary one – does it conform to my existing views or not?”