This article for the PHILOKLES Journal for Popular Philosophy surveys a few common theoretical approaches to the phenomenon of self-deception before putting forward a thus far relatively unexplored intentionalist option, namely what the author calls the "project model of self-deception". On this model, self-deception is understood as a dynamic, diachronic activity, aimed at the preservation of a certain self-image, to which an agent is implicitly committed. The author shows how this model can make subjects responsible for their self-deceptions without running (...) straightforwardly into the so-called "paradoxes" of self-deception. (shrink)