The brain builds a conscious map of reality and a wide range of emotional responses will be assigned to everything we observe and think about. Even when we watch a horror film and know it is make-believe, part of the brain reacts as if it were real, and for a moment we react with fear. Any conscious awareness of the maps we are making occurs sometime after the event takes place—between one-tenth and one-half a second later, to be exact. (Newberg, Andrew, MD and Mark Robert Waldman. Why We Believe What We Believe. P 32-34