a personality is a logic filter built on top of a collection of axioms (as distinct from beliefs - an axiom is something discovered and accepted through purely objective means (or at least as objective as you can get through the lens of perception), whereas a belief is typically composed of axioms, but also holds a subjective element - "this object in my hand is a rock" is an axiom, and "if I hit that person with this rock, it will hurt them" is a belief)
when somebody encounters a proposition, it enters the filter, is compared against both axioms and beliefs, and is then assigned a boolean value (true or false) and becomes a new belief or axiom
if two people share the same axioms, they can still believe different things, because their logic systems are different; they take different "routes" through the filter (if you've ever written a mathematical proof you'll know what I mean)
there are emergent "shortcuts" within this system - which are not evil in of themselves, in fact they save a lot of mental processing power when used properly - but many of which are fallacious, such as argumentum ad populum, or the "black magic" personality type hack (an utterly abhorrent practice which should only be used when absolutely necessary) and can be exploited to cause somebody to develop a belief that, had they fully analyzed it start to finish using logic, would disagree with or outright contradict one or more of their axioms
the key to convincing somebody of something, assuming that thing is objectively and irrefutably true, is to force them to actually use that logic system instead of letting their thought process get shunted into a shortcut, leading to a conclusion that is outright wrong but, to them, seems rock solid, because as far as they can tell they analyzed it logically and arrived at the conclusion themselves, without even noticing the shortcut they took (let alone how it got there - there are shortcuts in your own brain that you fall through on a daily basis, when was the last time you noticed one?)
of course, you can use those shortcuts to your own benefit, but without constant reinforcement this creates an unstable and easily dispersed belief - the reason it works on a large scale is because everyone consumes media, and media is packed with this shit
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