My feeling on it is what you believe is what you get.
Think you're going to heaven and you're like to see yourself floating off from the body towards the pearly gates. If you think that you're going to reincarnate you'll hang around for a few moments then hop in another body.
I'm not exactly sure what happens to the atheist though. Perhaps he gets a big surprise, like lying in the casket and feeling like he's not dead
