Volume 48 | Page 52

If sharing a streaming service log-in is ultimately sharing banking information or corpo- rate information due to reusing credentials, the younger user is far riskier than the older user. This works because the way in- formation is presented, or framed, , shapes our purchasing decisions. Framing effect is a type of cognitive bias impacted by how a choice is worded. www.AmericanSecurityToday.com September 2020 - Edition 48 Fear, uncertainty, and doubt (FUD) also impact decision mak- ing, and as an industry, cyber- security thrives on using neg- ative language that highlights risk or loss in marketing mate- rials. People are biased towards se- lecting outcomes that focus on positive, , or “sure thing,” outcomes. They are also more will- ing to choose riskier, or more expensive options if they are faced with a potential loss. 52