“Con artists know all about dissonance and self-justification. They know that when people who think of themselves as smart and capable are faced with the evidence that they spent thousands of dollars on a magazine-subscription scam (yes, those still exist) or were lured into a romance with a fraudulent but seductive online Romeo (or Juliet), few will reduce dissonance by deciding they aren’t smart and capable. Instead, many will justify spending that money by spending even more money to recoup their sunk costs—their losses. This way of resolving dissonance protects their self-esteem but virtually guarantees their further victimization”