vmPFC

s are a value judgment system. When the emotional center

vmPFC is damaged, one becomes unable to make any judgments or decisions. Rather than feeling emotions through reason, we judge and think based on emotions, which is why when we receive information that contradicts what we know, we feel personally attacked. As a result, based on these negative emotions, regardless of logic, we create justifications and excuses with to protect our identity (). Persuading someone means changing their thoughts, and since this means changing the person themselves, it's a difficult task.