“When players contemplate making a purchase, they acknowledge it is unwise to spend money on something that is not good. And yet, just like the fox that perceives the grapes as sour to reduce his frustration at not being able to reach them, players justify their purchases to help convince themselves of something they want to be true — namely, that they are not foolish. The only solution is to keep paying to keep playing. The cognitive changes that lead to behavior change help power the shift in how we view the products and services we use.”