12:28 As people buy a security | |
| People are constantly trying to get away from risk when it comes to income and vice versa are trying to take a chance to walk away from losses. If you give people choice: "Get a guaranteed $ 500, or a coin toss to get $ 1,000?. About 75% will choose a guaranteed profit. Now consider the opposite situation: "Play is guaranteed $ 500 or risk $ 1,000?. Here, the opposite trend, 75% will choose the risk. People in the minds of lack of standardized risk assessment model. Computer will not see differences between 2 above scenario - it's just the extent to which you are prone to risk, but people see it. This fact should not be regarded as a kind of conspiracy. When it was first made public, he turned the economic theory. This fact was called "prospect theory". The theory was developed by Daniel Kahneman and Amos Tversky in 1979. Based on empirical observation and evidence, it describes how individuals evaluate losses and gains. In the original formulation of the term "perspective" referred to the lottery. From an evolutionary perspective it makes sense - a survival strategy. A bird in the hand is worth two in the bush with one hand and take risks to do anything not to lose the other. All this can be seen in the wild. Lions, for example, have the young and wounded antelope, because the risk is minimal. Adult and healthy individuals will be more nutritious, but there is a risk of losing the breakfast / lunch / dinner at all. Animals are constantly fighting for survival and try to reduce all possible risks. All this has been repeatedly demonstrated by various researchers. Prospect theory explains one of today's problems - "sale" of security: no one wants to invest in information security. Sales managers have long realized that there are only 2 of motivation to get people to buy food security: fear and greed. As a general rule, the sale of a security based on fear. It is a choice between guaranteed loss (the cost of food security) and more risk - the potential network attacks. It is worth mentioning that the purchase of security systems can not guarantee 100% exemption from risk, but merely reduces it. Of course, for sale need something more. Buyers should be sure that the product works properly and buyers must be what might happen in case of successful network attacks. But still, many prefer to tempt fate, rather than defend themselves. Vendors are well understand this and try to lure buyers slogans like "We care about your safety, you can focus on your business or build a demonstration model to show how their products would be useful. Another thing - to put pressure on fear. Our brain prefers to take the risk, than spend the money guaranteed, but fear changes everything. When we are afraid of, everything happens the other way. In the computer security industry is been called FUD (fear, uncertainty, and doubt) - fear, uncertainty and doubt. The best way is not to sell security separately and as part of a more general product or service. You buy a car already with a built-in security system. Why not do the same with computers and networks? Producers should integrate the solution directly to the products and services. Created Materials Confido Security Blog | |
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