The ways you try to talk me out of doing things that would be good for me, like exercise or eating healthy. In acceptance and commitment therapy, this is called cognitive fusion. My brain generates thoughts, images, memories, urges, and more, because that's its job. Source: Illustrated by Kalos Chan, image owned by Ben SedleyPut another way, cognitive fusion is saying: "I'm an idiot." As the quirky comedian Emo Philips once said, “I used to think that the brain was the most wonderful organ in my body.