Researchers often have pondered the psychology of how and why certain people fall for scams, especially ones that appear to be so obvious to others. Scammers target certain human traits, including vulnerabilities that can be easily exploited, such as naiveté, overconfidence in one’s intelligence or abilities, an overly optimistic expectation of immediate success in life, or a desire to feel good about helping others. As communication on the internet has gotten more sophisticated, so have the scams. Many still fall for it, as con artists continue to target businesses as well as individuals.