The psychology behind scams involves exploiting victims' needs, desires, and vulnerabilities to extract money and allegiance. Scammers create a convincing story or promise that feeds the victim with beliefs and rationalizations, making it difficult for friends and family to reason with them. This manipulation often leads to victims becoming defensive and weary of outside criticism, causing them to double down on their commitment to the scam. Scammers prey on people's emotions and psychological weaknesses to maintain control and profit from their victims.