Deception is an inherent part of human interaction, deeply rooted in psychology and social dynamics. The bait-and-switch technique exploits fundamental cognitive biases, taking advantage of people's expectations, desires, and trust. Understanding why people fall for deception provides insight into how bait-and-switch schemes function and why they can be so effective.

At the core of deception is the brain's tendency to seek patterns and predict outcomes. When an individual is presented with an offer, their mind begins forming expectations based on past experiences and perceived credibility. If the offer aligns with their desires, they become emotionally invested before verifying all the details. This investment creates cognitive bias, making it harder for them to walk away when the offer changes. The stronger the initial attraction, the more difficult it becomes to reject the switch.

Another psychological factor that plays a significant role in deception is the principle of commitment and consistency. Once people commit to an idea, product, or opportunity, they feel an internal pressure to stay consistent with that commitment, even when circumstances change. This effect is particularly strong when the initial bait requires some effort on the part of the target—whether it's filling out forms, spending time researching, or even just mentally envisioning the benefits of the offer. By the time the switch occurs, many individuals feel compelled to follow through rather than admit they were deceived.