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 the terminology of the trade, the mark may squawk, beef, or come through. From the operators’ point of view, this kind of behavior is bad for business. It gives the members of the mob a bad reputation with such police as have not. yet been fixed and with marks who have not yet been taken. 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 restaurants of some size, for example, one of the crucial functions of the hostess is to pacify customers whose self-conceptions have been injured by waitresses or by the food. In large stores the complaint department and the floorwalker perform a similar function.
.. The cooler protects himself from feelings of guilt by arguing that the customer is not really in need of the service he expected to receive, that bad service is not really deprivational, and that beefs and complaints are a sign of bile, not a sign of injury. In a similar way, the con man protects himself from remorseful images of bankrupt marks by arguing that the mark is a fool and not a full‑fledged person, possessing an inclination towards illegal gain but not the decency to admit it or the capacity to succeed at it.
.. One general way of handling the problem [457] of cooling the mark out is to give the task to someone whose status relative to the mark will serve to ease the situation in some way. In formal organizations, frequently, someone who is two or three levels above the mark in line of command will do the hatchet work, on the assumption that words of consolation and redirection will have a greater power to convince if they come from high places.
.. As the individual grows older, he becomes defined as someone who must not be engaged in a role for which he is unsuited. He becomes defined as something that must not fail, while at the same time arrangements are made to decrease the chances of his failing.
.. Underlying this tone there is also the assumption that persons are sentimentally related to each other in such a way that if a person allows himself to be cooled out, however great the loss he has sustained, then the cooler withdraws all emotional identification from him; but if the mark cannot absorb the injury to his self and if he becomes personally disorganized in some way, then the cooler cannot help but feel guilt and concern over the predicament.