On Cooling The Mark Out

Erving Goffman essay: "On Cooling The Mark Out" (archive html, gwern pdf)

In cases of criminalfraud, victims find they must suddenly adapt themselves to the loss of sources of security and status which they had taken for granted. A consideration of this adaptation to loss can lead us to an understanding of some relations in our society between involvements and the selves that are involved. In the argot of the criminal world, the term "mark" refers to any individual who is a victim or prospective victim of certain forms of planned illegal exploitation. The mark is the sucker‑the person who is taken in. An instance of the operation of any particular racket, taken through the full cycle of its steps or phases, is sometimes called a play. The persons who operate the racket and "take" the mark are occasionally called operators.

Sometimes, however, a mark is not quite prepared to accept his loss as a gain in experience and to say and do nothing about his venture. He may feel moved to [p. 452] complain to the police or to chase after the operators... In order to avoid this adverse publicity, an additional phase is sometimes added at the end of the play. It is called cooling the mark out After the blowoff has occurred, one of the operators stays with the mark and makes an effort to keep the anger of the mark within manageable and sensible proportions. The operator stays behind his team‑mates in the capacity of what might be called a cooler and exercises upon the mark the art of consolation. An attempt is made to define the situation for the mark in a way that makes it easy for him to accept the inevitable and quietly go home. The mark is given instruction in the philosophy of taking a loss.

In many cases, especially in America, the mark's image of himself is built up on the belief that he is a pretty shrewd person when it comes to making deals and that he is not the sort of person who is taken in by any­ thing. The mark’s readiness to participate in a sure thing is based on more than avarice; it is based on a feeling that he will now be able to prove to himself that he is the sort of person who can "turn a‑fast buck."