If a deceptive person finds himself in a hole because he’s been asked a question about a matter in which the facts are not his ally, he’s obviously not in a position to respond with the facts. In the process of developing a response, then, he makes a conscious decision to take a particular tack. Perhaps he’ll concentrate on convincing the questioner of his morality; maybe he’ll go the evasive route and try to deflect the question; or he might feel compelled to go into attack mode as a means of getting