ABSTRACT
This chapter provides an overview of the factors that affect consumer behavior in the area of cybersecurity. We examine how cybersecurity attitudes and behavior vary across the population and discuss the importance of social norms in this area. The motivational aspects of people changing their behavior are also discussed. Cybersecurity attitudes and behavior are also driven by personality, which means that changing behavior is not always based on rational arguments. The type of social network behavior of humans is an important to our understanding of how viruses and malware spread. The challenge presented here is that people may adopt attitudes and behaviors that make them less safe for seemingly understandable but irrational reasons.
