In an article published in Skeptical Inquirer, psychologist Matthew J. Sharps and his colleagues analyze and dissect the psychology of True Believers and their behavior after the predicted apocalypse fails to happen. Using the 2012 Mayan apocalypse prophecy as example, and citing several other similar cases, Sharps contributes four psychological factors that compel these people to continue their belief (or even stronger belief) despite the conflicted reality.[5]