Just came across an interesting study. During brain scans, when people were asked how they felt about something, the same part of the brain was active as when they were asked how God felt about something. When asked how other people felt about something, however, a different part of the brain was at work.
Specifically, the portion of the brain that was active when asking people how God felt about things was the portion of the brain associated with self-referential thinking.... people are literally making God up in their own image as they go. They are asking themselves and attributing the answer to God.