Our brain has to use shortcuts to make sense of the world, and any form of behavioural change whether positive or negative requires communication. In many real-life situations, we lack complete knowledge, face an uncertain future, and must depend on instinctive heuristics. A heuristic is a simple rule of thumb which is not perfect but offers quick and dependable results for most intents and purposes. I think that many of our beliefs are formed to prevent cognitive dissonance; we seek to maintain a positive self-image and often engage in constructing narratives to support those beliefs. 