2 Cor 4:3-4 3 But if our gospel be hid, it is hid to them that are lost: 4 In whom the god of this world hath blinded the minds of them which believe not, lest the light of the glorious gospel of Christ, who is the image of God, should shine unto them. And the reason being, satan, the god of this world [while in a lost state experimentally] hath blinded their minds, resulting in they believe not [the Gospel Truth] ! Many have failed to realize that satan, the devil, by the purpose and permitting of God is the author/ initiator of the unbelief of the Lost ! It started with the first natural parents of the elect, Adam and Eve, when he caused Eve to question God's forbidding them to eat of the Tree of the knowledge of good and evil Gen 3:1-6 God had stated that if they eat, they shall surely die Gen 2:16-17 16 And the Lord God commanded the man, saying, Of every tree of the garden thou mayest freely eat: 17 But of the tree of the knowledge of good and evil, thou shalt not eat of it: for in the day that thou eatest thereof thou shalt surely die. The serpent contradicted what God said and said to her : 4 And the serpent said unto the woman, Ye shall not surely die: And he convinced her to eat, under the delusion that she would not surely die ! So who did she obviously believe ? She believed the Lie of the serpent, which obviously meant she did not believe God, which is unbelief, thats where it began for man in Adam, and as a consequent God enclosed/shut up all in adam in unbelief Rom 11:32 32 For God hath concluded them all in unbelief, that he might have mercy upon all. That word concluded, if you study it, it means to enclose/shut in, its the greek word sugkleió : I enclose, shut in, make subject to. Its sorta like an imprisonment, man by nature is in lost in a imprisonment of unbelief ! Thats why Jesus says His Mission was to set the prisoners free Isa 61:1 The Spirit of the Lord God is upon me; because the Lord hath anointed me to preach good tidings unto the meek; he hath sent me to bind up the brokenhearted, to proclaim liberty to the captives, and the opening of the prison to them that are bound; That word bound means : to tie, bind, imprison This is the prison of unbelief we are lost in because of Eves disobedience, which was also Adams ! As long as we are in prison/lost by nature, the Gospel is hid to us, and we will believe not ! And satan the devil is the author/ initiator of it !