One of the most common views about self-deception ascribes contradictory beliefs to the self-deceiver. In this paper it is argued that this view (the contradiction strategy) is inconsistent with plausible common-sense principles of belief attribution. Other dubious assumptions made by contradiction strategists are also examined. It is concluded that the contradiction strategy is an inadequate account of self-deception. Two other well-known views — those of Robert Audi and Alfred Mele — are investigated and found wanting. A new theory of self-deception relying on an extension of Mark Johnston's subintentional mental tropisms is proposed and defended.