The Supreme Personality of Godhead is situated in everyone’s heart, and from Him issue a living entity’s inclinations and disinclinations. This is confirmed in Bhagavad-gītā (15.15):

sarvasya cāhaṁ hṛdi sanniviṣṭo
 mattaḥ smṛtir jñānam apohanaṁ ca

“I am seated in everyone’s heart, and from Me come remembrance, knowledge and forgetfulness.”

The Supreme Personality of Godhead causes the asuras to forget Him and the devotees to remember Him. One’s disinclinations are due to the Supreme Personality of Godhead. According to Bhagavad-gītā (16.7), pravṛttiṁ ca nivṛttiṁ ca janā na vidur āsurāḥ: the asuras do not know which way one should be inclined to act and which way one should not be inclined to act. Although the asuras oppose devotional service, it is to be understood that they are inclined that way due to the Supreme Personality of Godhead. Because the asuras do not like to engage in the Lord’s devotional service, the Lord within gives them the intelligence to forget. Ordinary karmīs desire promotion to Pitṛloka, as confirmed in Bhagavad-gītā (9.25). Yānti deva-vratā devān pitṝn yānti pitṛ-vratāḥ: “Those who worship the demigods will take birth among the demigods, and those who worship ancestors go to the ancestors.”

In this verse the word duḥkha-dāya is also very significant, for those who are nondevotees are perpetually put into the cycle of birth and death. This is a very miserable condition. Because one’s position in life is attained according to one’s activities, the asuras, or nondevotees, are put into such miserable conditions.