7 Psychological Principles of Scams

The 7 Psychological Principles Or Elements Of A Typical Scam Regardless Of The Type! And How These Influence Their Victims!

Understanding psychological principles is important for both scam victims and those who want to avoid scams.

For scam victims, understanding psychological principles can help them to understand why they fell for the scam in the first place and to learn how to avoid falling for scams in the future. It can also help them to process the emotional trauma of the scam and to heal.

For those who want to avoid scams, understanding psychological principles can help them to identify the red flags of scams and to develop strategies for resisting scams.

Here are some specific psychological principles that are important for scam victims and those who want to avoid scams:

• Social engineering: Scammers often use social engineering techniques to exploit their victims. Social engineering is the manipulation of people into performing actions or divulging confidential information. Scammers may use social engineering techniques such as building trust, creating a sense of urgency, or playing on emotions. Learn more about Social engineering.
• Cognitive biases: Cognitive biases are systematic errors in our thinking that can lead us to make bad decisions. Scammers often exploit cognitive biases such as confirmation bias, availability bias, and anchoring bias. Learn more about cognitive biases.
• Conformity: Conformity is the tendency to follow the behavior of others. Scammers may try to create a sense of conformity by telling their victims that everyone else is doing it or that they are missing out on a great opportunity. Learn more about conformity.
• Scarcity: Scarcity is the principle that people value things more when they are scarce or in limited supply. Scammers may try to create a sense of scarcity by telling their victims that there are only a few spots left or that the offer is only available for a limited time.
• Reciprocity: Reciprocity is the principle that people feel obligated to return favors. Scammers may try to create a sense of reciprocity by giving their victims something small, such as a compliment or a free gift. Learn more about reciprocity.

By understanding these psychological principles, scam victims and those who want to avoid scams can better protect themselves from being exploited.

Portions based on the work of Dr. Jeremy Dean

1. Psychological Principles: Distraction

Attention is like a spotlight, which means when it’s pointing in one direction it pretty much ignores everything else.

People don’t realize how little information coming in from the outside world we actually process. Naturally, you don’t notice what you don’t notice, plus the mind is designed to fill in the gaps for us. But hustlers do know and almost every con uses some kind of distraction.

The classic example is ‘Three-card Monte‘ sometimes called ‘Find the Lady’, a rigged card game in which the aim is to find one card out of three after the hustler shuffles them around.

At the heart of this hustle is the orchestration of a crowd of onlookers who the mark (that’s you and me) thinks are all fellow punters, but who are actually in on the game. Marks are distracted by the situation in the street—the banter, laughter, and excitement—and don’t realize the whole thing is a setup: no matter what the mark thinks they know, there is no way to win. The hustler is always one step ahead.

How Distraction Affects Scam Victims

Distraction can lead to victim susceptibility to deception and scams because it can impair our ability to think critically and make sound decisions.

When we are distracted, we are less likely to pay attention to the details and to notice red flags. We are also more likely to be impulsive and to make decisions without thinking about the consequences.

Scammers often use distraction to exploit their victims. For example, they may distract a victim by talking about something unrelated to the scam or by creating a sense of urgency. They may also use distractions to prevent a victim from thinking about the scam critically or from talking to others about it.

Here are some examples of how distraction can lead to victim susceptibility to deception and scams:

• A scammer may call a victim and distract them by talking about something unrelated to the scam, such as the weather or a current event. Once the victim is distracted, the scammer may then try to sell them a fake product or service.
• A scammer may create a sense of urgency by telling a victim that they need to act quickly or that they will miss out on a great deal. This can pressure the victim to make a decision without thinking about it carefully.
• A scammer may distract a victim by asking them to do multiple tasks at the same time. This can make it difficult for the victim to focus on the scam and to think critically about it.
• A scammer may try to isolate a victim from their loved ones. This can make it more difficult for the victim to get support and to talk to someone about the scam.

It is important to be aware of the risk of distraction and to be vigilant when interacting with strangers. If you are ever unsure about something, it is always best to err on the side of caution and walk away.

Avoiding the Distraction Trap

Here are some tips for avoiding distraction and scams:

• Be aware of your surroundings and be mindful of the people you are interacting with.
• Be careful about giving out personal information to strangers.
• If you are unsure about something, ask questions and do your research.
• Don’t feel pressured to make a quick decision.
• Talk to someone you trust about your concerns.

Remember, scammers are skilled manipulators. They know how to exploit our weaknesses and our desire to believe in the best in people. It is important to be vigilant and to protect yourself from scams.

2. Psychological Principles: Social Compliance

The classic study showing how compliant we are, especially when told to do things by an authority figure, was carried out by Stanley Milgram.

Scammers know all about this and happily exploit our automatic deference to authority figures. People will hand over credit cards to people they think are waiters, car keys to people they think are car park attendants and give access to their house to people they think are from the water board. The best known online example is a ‘phishing attack’ where people give fraudsters their bank details in response to an email that purports to be from their bank.

What is Social Compliance?

Social compliance is the process of influencing people to follow social norms and expectations. It is a powerful force that can be used for both good and bad purposes.

Scammers often use social compliance to exploit their victims. They may do this by:

• Appealing to authority. Scammers may pose as authority figures or use the names of real organizations to gain their victims’ trust.
• Creating a sense of urgency. Scammers may tell their victims that they need to act quickly or that they will miss out on a great opportunity.
• Playing on emotions. Scammers may use fear, greed, or other emotions to manipulate their victims.
• Using social pressure. Scammers may tell their victims that everyone else is doing it or that they are being foolish for not taking advantage of the opportunity.

Victims of scams are often susceptible to social compliance because they are unaware of the tactics that scammers use. They may also be vulnerable to social compliance if they are in a difficult situation or if they are feeling insecure or isolated.

Here are some examples of how social compliance can lead to victim susceptibility to deception and scams:

• A scammer may call a victim and pose as a government official. The scammer may then tell the victim that they owe back taxes and that they will be arrested if they don’t pay immediately. The victim, believing that they are talking to a real government official, may comply with the scammer’s demands and send them money.
• A scammer may approach a victim on the street and offer them a free gift. The scammer may then tell the victim that they need to fill out a survey or provide their personal information in order to receive the gift. The victim, feeling obligated to return the favor, may comply with the scammer’s demands and give them their personal information.
• A scammer may create a fake investment opportunity and promote it on social media. The scammer may use testimonials from fake investors and make claims of high returns to lure in victims. Victims, seeing that everyone else is investing in the opportunity, may feel pressured to invest as well.

It is important to be aware of the social compliance tactics that scammers use. If you are ever unsure about something, it is always best to err on the side of caution and walk away.

Resisting the Social Compliance Principle

Here are some tips for resisting social compliance and avoiding scams:

• Be aware of the social compliance tactics that scammers use.
• Be critical of the information you are presented with and be skeptical of claims that seem too good to be true.
• Don’t feel pressured to make a quick decision.
• Talk to someone you trust about your concerns.
• Do your research before investing in anything or giving out personal information.

3. Psychological Principals: Herd Principle

People are herd animals: they can’t help following each other.

The classic study on conformity was conducted by Solomon Asch in the 1950s showing that people will deny evidence from their own eyes to fit in with others. In the Three-card Monte con game, the crowd of shills around the game creates the herd for the mark to follow.

Online there are all kinds of tricks people can use to make others think there is a herd when actually there is only one person. The practice of ‘astroturfing’ means creating multiple online identities to fake grass-roots support for a politician. In peer-to-peer networks, the multiple identities created by people trying to influence them are known as Sybils.

Whether online or offline, though, groups exert an enormous influence over us.

What is the Herd Principle?

The herd principle is the tendency to follow the behavior of others. It can be a powerful force that can lead to both positive and negative outcomes.

On the one hand, the herd principle can lead to us doing good things, such as volunteering for a charity or donating to a cause that we believe in. It can also lead us to avoid doing bad things, such as committing a crime or engaging in risky behavior.

On the other hand, the herd principle can also lead us to do things that we do not want to do or that are not in our best interests. This can be especially true when we are surrounded by people who are engaging in negative or harmful behavior.

Scammers often exploit the herd principle to exploit their victims. They may do this by:

• Telling their victims that everyone else is doing it. This can create a sense of conformity and pressure victims to go along with the scam, even if they are not comfortable with it.
• Using testimonials from fake victims. This can make the scam seem more legitimate and trustworthy.
• Promising high returns or low risk. This can appeal to victims’ greed and desire for easy money.
• Creating a sense of urgency. This can pressure victims to make a quick decision without thinking it through carefully.

Victims of scams are often susceptible to the herd principle because they are unaware of the tactics that scammers use. They may also be more likely to fall for a scam if they are in a difficult situation or if they are feeling insecure or isolated.

Here are some examples of how the herd principle can lead to victim susceptibility to deception and scams:

• A scammer may create a fake investment opportunity and promote it on social media. The scammer may use testimonials from fake investors and make claims of high returns to lure in victims. Victims, seeing that everyone else is investing in the opportunity, may feel pressured to invest as well.
• A scammer may approach a group of people on the street and offer them a free gift. The scammer may then tell the group that they need to fill out a survey or provide their personal information in order to receive the gift. The group members, feeling obligated to return the favor, may comply with the scammer’s demands and give them their personal information.
• A scammer may create a fake charity and promote it online. The scammer may use testimonials from fake donors and make claims of helping people in need. Victims, wanting to do their part to help others, may donate to the charity without realizing that it is a scam.

Avoiding Falling into the Herd Principle Trap!

It is important to be aware of the herd principle and how it can be exploited by scammers. If you are ever unsure about something, it is always best to err on the side of caution and walk away.

Here are some tips for resisting the herd principle and avoiding scams:

• Be critical of the information you are presented with and be skeptical of claims that seem too good to be true.
• Don’t feel pressured to make a quick decision.
• Talk to someone you trust about your concerns.
• Do your research before investing in anything or giving out personal information.

4. Psychological Principles: Fear

Fear is the mind-killer.

Hustlers know that people are fearful and play on this fact. Some cons involve selling goods to marks that are used for illegal purposes. For example, one scam described by Stajano and Wilson involves selling people ‘cancelled banknotes’, actually just pieces of paper which have been spray-painted, then telling marks they have an amazing gadget which will clean off the ink and make the notes usable again.

Marks are discouraged from reporting the scam because they would be implicating themselves and the hustler wins both ways.

The Role of Fear in Scams

Fear is a powerful emotion that can lead to victim susceptibility to deception and scams. When we are afraid, we are more likely to make impulsive decisions and to act without thinking things through carefully. We are also more likely to be trusting and to believe what others tell us, even if it seems too good to be true.

Scammers often exploit fear to exploit their victims. They may do this by:

• Threatening victims with harm. For example, a scammer may threaten to call the police on a victim if they don’t pay them money. This is very common in relationship scams.
• Threatening to ruin a victim’s credit or reputation. For example, a scammer may threaten to report a victim to a credit bureau if they don’t pay them money. This is the basis of Sextortion scams.
• Exploiting victims’ fears of loss. For example, a scammer may tell a victim that they will lose their job or their home if they don’t invest in a certain opportunity. There are several cognitive biases that sustain this, including: chasing the money, and more.
• Exploiting victims’ fears of missing out. For example, a scammer may tell a victim that they will miss out on a great deal if they don’t act quickly.

Victims of scams are often susceptible to fear because they are unaware of the tactics that scammers use. They may also be more likely to fall for a scam if they are in a difficult situation or if they are feeling insecure or isolated.

Here are some examples of how fear can lead to victim susceptibility to deception and scams:

• A scammer may call a victim and tell them that they have won a lottery but that they need to pay a processing fee in order to collect their winnings. The victim, fearing that they will miss out on a great opportunity, may pay the processing fee without realizing that it is a scam.
• A scammer may approach a victim on the street and tell them that they have noticed that the victim’s credit card has been compromised. The scammer may then offer to help the victim cancel their credit card and get a new one. The victim, fearing that their credit card information has been stolen, may give the scammer their credit card information.
• A scammer may send a victim an email that tells them that their computer has been infected with a virus. The scammer may then offer to sell the victim antivirus software to remove the virus. The victim, fearing that their computer has been infected with a virus, may purchase the antivirus software without realizing that it is a scam.

Avoiding the Traps that Fear Creates for Scam Victims

It is important to be aware of how fear can be exploited by scammers. If you are ever unsure about something, it is always best to err on the side of caution and walk away.

Here are some tips for resisting fear and avoiding scams:

• Be critical of the information you are presented with and be skeptical of claims that seem too good to be true.
• Don’t feel pressured to make a quick decision.
• Talk to someone you trust about your concerns.
• Do your research before investing in anything or giving out personal information.

5. Psychological Principles: Expectations

People are easily tricked, even when they think they are being careful. Hustlers take advantage of the fact that most people go along with their expectations of what will happen in any given situation. If the hustler’s behavior fits the situation then people will accept what they say.

One classic is ‘van dragging’ where hustlers target a warehouse from which they want to steal the goods being delivered. They hang a sign saying the door is broken and those delivering should call a number. The hustlers, hiding nearby, answer and steal all the goods from the delivery driver, all the while complaining that they’ve called the locksmith and he hasn’t turned up yet. The delivery driver often helps the hustlers load their van.

How do Expectations Impact Scams?

Expectations can lead to victim susceptibility to deception and scams in a number of ways. Expectations are also a large part of why social engineering functions so well.

1. First, expectations can make us more likely to overlook red flags. For example, if we expect a person to be honest and trustworthy, we may be less likely to question their motives or behavior. This can make us more vulnerable to scammers who pose as trusted individuals or organizations.
2. Second, expectations can make us more likely to see what we want to see. For example, if we are expecting to make a lot of money from an investment, we may be more likely to ignore evidence that the investment is a scam. This is known as confirmation bias.
3. Third, expectations can make us more likely to act impulsively. For example, if we are expecting to get a great deal on a product or service, we may be more likely to buy it without thinking about it carefully. This can make us more vulnerable to scammers who use high-pressure sales tactics.

Here are some examples of how expectations can lead to victim susceptibility to deception and scams:

• A scammer may approach a victim on the street and offer them a free gift. The scammer may then tell the victim that they need to fill out a survey or provide their personal information in order to receive the gift. The victim, expecting to get a free gift, may comply with the scammer’s demands without realizing that it is a scam.
• A scammer may send a victim an email that tells them that they have won a lottery but that they need to pay a processing fee in order to collect their winnings. The victim, expecting to have won a lottery, may pay the processing fee without realizing that it is a scam.
• A scammer may create a fake investment opportunity and promote it online. The scammer may use testimonials from fake investors and make claims of high returns to lure in victims. Victims, expecting to make a lot of money, may invest in the opportunity without realizing that it is a scam.

Avoiding Expectation Traps

It is important to be aware of how expectations can make us vulnerable to scams. If we are aware of this, we can be more critical of the information we are presented with and make more informed decisions.

Here are some tips for avoiding scams and protecting yourself from fraud:

• Be skeptical of claims that seem too good to be true.
• Do your research before investing in anything or giving out personal information.
• Don’t feel pressured to make a quick decision.
• Talk to someone you trust about your concerns.
• Be aware of the common scams and fraud schemes.

6. Psychological Principles: Needs

Once hustlers know what people want, even if it doesn’t exist, they are in a position to manipulate them. They will play on people’s desperation; unfortunately, the more desperate people are, the easier they are to con.

A classic short-con that works people’s greed is the ‘ring reward rip-off’. A female hustler enters a bar and shows-off a new ring to the barman (the mark) claiming it cost thousands (actually it’s a cheap fake). The female hustler leaves to be replaced by a male accomplice. The female hustler then rings the barman to say she lost her ring. The male hustler then claims to have found it but asks if there’s a reward. Over the phone, the female gives a price but the barman realizes he can make a profit so tells the male hustler a much lower price. The barman hands over the money and, of course, neither of the hustlers are seen again.

This con relies on the barman’s greed or it won’t work. In reality, it works surprisingly often.

Our Needs & Desires

Our needs and desires can lead to victim susceptibility to deception and scams in a number of ways.

• Scammers often target our basic needs. Scammers may promise to help us pay our bills, get out of debt, or lose weight. They may also promise to provide us with companionship or love. When we are desperate or feeling vulnerable, we may be more likely to fall for these scams.
• Scammers exploit our desires. Scammers may promise to help us achieve our goals, such as getting a better job, making more money, or finding a partner. They may also promise to help us live a more luxurious lifestyle. When we are eager to achieve our goals or improve our lives, we may be more likely to fall for these scams.
• Scammers create a sense of urgency. Scammers may pressure us to act quickly or tell us that we will miss out on a great opportunity if we don’t act now. This can make us feel rushed and make it difficult to think clearly. We may be more likely to make a mistake or fall for a scam if we are not given time to think things through.

Here are some examples of how our needs and desires can lead to victim susceptibility to deception and scams:

• A scammer may call a victim and tell them that they have won a lottery but that they need to pay a processing fee in order to collect their winnings. The victim, desperate to pay their bills or get out of debt, may pay the processing fee without realizing that it is a scam.
• A scammer may approach a victim on the street and offer them a miracle weight loss pill. The victim, eager to lose weight and improve their appearance, may buy the pill without realizing that it is a scam.
• A scammer may create a fake investment opportunity and promote it online. The scammer may promise high returns and tell investors that they need to act quickly or they will miss out on a great opportunity. Investors, eager to make more money, may invest in the opportunity without realizing that it is a scam.

Controlling your Needs

It is important to be aware of how our needs and desires can make us vulnerable to scams. When we are aware of this, we can be more critical of the information we are presented with and make more informed decisions.

Here are some tips for avoiding scams and protecting yourself from fraud:

• Be skeptical of claims that seem too good to be true.
• Do your research before investing in anything or giving out personal information.
• Don’t feel pressured to make a quick decision.
• Talk to someone you trust about your concerns.
• Be aware of the common scams and fraud schemes.

7. Psychological Principles: Time Pressure

A classic study of how people make decisions under time pressure demonstrates what hustlers already know: when there’s no time to think people rely on shortcuts and emotional responses to a situation.

So hustlers make sure the mark is under time pressure so they will respond in a predictable fashion, i.e. by being greedy, or giving in to the herd principle, or by bending to the will of an authority figure.

Time Pressure Increases Susceptibility

Time pressure can lead to victim susceptibility to deception and scams in a number of ways:

• It can impair our ability to think critically and make sound decisions. When we are feeling rushed, we are more likely to make impulsive decisions without thinking through the consequences. This can make us more vulnerable to scammers who use pressure tactics.
• It can make us more likely to overlook red flags. We may be less likely to question a scammer’s motives or behavior if we feel like we don’t have time. This can make us more likely to fall for scams that would be easy to spot if we had more time to think.
• It can make us more likely to comply with a scammer’s demands. We may be more likely to give out personal information or send money to a scammer if we feel like we don’t have time to do otherwise. This can make us more vulnerable to scams that involve high-pressure sales tactics or threats.

Here are some examples of how time pressure can lead to victim susceptibility to deception and scams:

• A scammer may call a victim and tell them that their credit card has been compromised and that they need to act quickly to cancel it. The victim, feeling pressured to act quickly, may give the scammer their credit card information without realizing that it is a scam.
• A scammer may approach a victim on the street and offer them a deal that is only available for a limited time. The victim, feeling pressured to act quickly, may buy the product or service without realizing that it is a scam.
• A scammer may send a victim an email that tells them that their computer has been infected with a virus and that they need to download antivirus software immediately. The victim, feeling pressured to act quickly, may download the antivirus software without realizing that it is a scam.

Don’t be Pressured!

It is important to be aware of how time pressure can make us vulnerable to scams. When we are aware of this, we can be more mindful of the pressure we are feeling and take steps to protect ourselves.

Here are some tips for avoiding scams and protecting yourself from fraud:

• Be skeptical of claims that seem too good to be true.
• Do your research before investing in anything or giving out personal information.
• Don’t feel pressured to make a quick decision.
• Talk to someone you trust about your concerns.
• Be aware of the common scams and fraud schemes.

Remember about these Psychological Principles

Remember, scammers are skilled manipulators and they use these Psychological Principles to deceive you. But by understanding these psychological principles and how it can be exploited, you can better protect yourself from being exploited.

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