It's called the "Mickey Mouse problem" – an oft-cited paradox in religious psychology that looks at how some supernatural figures can be worshipped more than others.
Why, researchers have long asked, should there be any less devotion to, or belief in, the famous Disney character than traditional religious icons?
Now, a new study by New Zealand academics has shed a little more light on the question.
In a paper, just published in the scientific journal PLOS ONE, Otago University's Dr Thomas Swan and colleagues asked around 300 people to invent their own religious or fictional being, and assign them five supernatural abilities.
Participants assigned religious beings a higher proportion of mind-based abilities, such as mind-reading or omniscience, which defied typical expectations about what our minds could do.