From Terabytes to Archetypes - The Psychology of Inernet Security (ESOMAR Krakow March 2012)

7/31/2019 From Terabytes to Archetypes - The Psychology of Inernet Security (ESOMAR Krakow March 2012)

1/31

OE

A\JF ]E\HLY]E_ ]J H\OKE]]ke ^syokjcjby ja Id}e|de} _eou|i

_ifjd ^h}}e|sjd & X\i Ojdsuc}idbHce{hdme| E|jaeeq & @hs~e|s`y Chl


2/31

OE

Ojd}ed}s

]kis ~|esed}h}ijd is hlju} kjr X\i Ojdsuc}id@hs~e|s`y }j meqecj~ h s}|jdb der bcjlhc ~js

}k|jubk }ke use ja h|oke}y~es

i} mefjds}|h}es }ke ~|ho}iohc h~~cioh}ijd jaH|oke}y~es id }ke h|ehs ja ^|jmuo}# Ojffudi

hdm L|hdm _}|h}eby hs recc hs }h`idb @hs~e|s`

h sjcj jaae|idb }j h Fuc}i&~|jmuo} s}|h}eby$


3/31

OE

Lho`b|judm

Ly 85 }ke|e ricc le fj|e }khd 85 liccijd

id}e|de} ojddeo}em meqioes bcjlhccy

Id}e|de} o|ife is hc|ehmy ojs}idb kudm|em

liccijds ja Mjcch|s hdduhccy

Id}e|de} seou|i}y khs deqe| leed fj|e

if~j|}hd}$


4/31

OE

^|jgeo} Lho`b|judm

@hs~e|s`y Chl rhs ajudmem id 8992 hdm khs|h~imcy b|jrd id}e|dh}ijdhccy

ly >9 h |eqier jai}s Bcjlhc L|hdm _}|h}

|exui|em }j ~|jmuoe h s}|jdb der bcjlhc l|h

~jsi}ijdidb


5/31OE

@hs~e|s`y Chl

kibkcy }eokdiohc sjudmidb

\ussihd: Ehs}e|d Eu|j~ehd:$$$

Aj| }kjse id }ke `djr

lu} deemidb oceh|# }|us}rj|}ky l|hdm


6/31OE

Id >9 @hs~e|s`y Chl ojffissijdem h

audmhfed}hc id}e|dh}ijdhc s}umy ri}k O\djr X\i Ojdsuc}idb# ri}k h au|}ke| s}umy

}j u~mh}e }ke rj|`idb ky~j}kesis

}ke s}umy rhs ojdmuo}em hfjdbs} lj}k

hdm L


7/31

OE

H }|ucy Bcjlhc _}umy

]ke s}umy ojqe|em ; fh|`e}s hdm ajouse

Fj}iqh}ijds hdm Idkili}ijds }jrh|ms }ke

id}e|de} hdm id}e|de} seou|i}y id }kese m

ouc}u|es

}kese re|e0 }ke U_# \ussih# Okidh# U@#

Be|fhdy# L|hwic# UHE hdm _~hid


8/31

OE

Jlgeo}iqes

]j cjj` id}j }ke h|eh ja Id}e|de} _eou|i}y hdm im

kjr les} }j ojffudioh}e }j L


9/31

OE

Fe}kjmjcjby

]j bhid mee~ idsibk}s id}j }ke ^syokjcjby ja I] _E{}edmem O|eh}iqi}y B|ju~s ri}k Ojd

Idmiqimuhc Id&me~}k Id}e|qiers ri}k I]

Fhdhbe|s

Ri}k lj}k ]h|be}s re usem h se|ies ja ^|jgeo}iqe

ecioi}h}ijd ]eokdixues }j e{~cj|e }ke Rj|cm ja I]

_eou|i}y


10/31


11/31

OE

I] _eou|i}y Fhdhbe|s

Ojds}hd} Qibichdoe_}haa h|e hcrhys

ojf~|jfisidb seou|

hdm }ke|e h|e ojds}h

|is`sI khqe }j edsu

}ke ojf~hdys mh}h

seou|eI ojucm cjse f

gjl ia sjfe ajjc }h`e|is` ri}k seou|i}y


12/31

OE

Ojdsufe|s ido|ehsidb

Me~edmedoy ! Aeh|Fy ciae is id ke|e$

rjucm le }ke edm j

rj|cm ia I cjs} i} hcc$

i}s sj ojdausidb

I mjd} |ehccy

udme|s}hdm rk

mjes i} hcc fehd:kj~e If dj} h} |is


13/31

OE

\h}ijdhc

Efj}ijdhc

_joihc

Ouc}u|hc

Hrh|edess

@djrcembe

E{~e|iedoe

LecieasQhcues

Aeecidbs

_joihc ^|essu|

Use| Ifhbe|y

H}}i}umes

Chdbuhbe

Ouc}u|hc Qhcue

_yfljcisf'\E_O _ju|oe7 X\i Ojdsuc}idb

Mibbidb Mee~e|


14/31

OE

H|oke}y~es


15/31

OE

]k|jubk ju| hdhcysis

1 bcjlhc H|oke}y~hc Okh|ho}e|s ! _}j

re|e eqimed} hs lj}k Ojdsufe|s hdm

meso|ilem }kei| Imehc I] _eou|i}y L|


16/31

OE

_oiedoe*]

Cehmid

Les} i

Jde s}e

]eokdiohc

]ke _o


17/31

OE

Mesibde

Ou}}

Fid

Le

]ke O


18/31

OE

H|oke}y~es khqe kec~em }j meqecj@hs~e|s`y Chls Lusidess _}|h}ebie

id }ke h|eh ja

^|jmuo}# Ojffudioh}ijd hdm L|hdm _}


19/31

OE

^|jmuo} _}|h}meqecj~em a

_jcj jaae|id

Fuc}i~ce ^|jmuo

usidb }ke H|o


20/31

OE

Aefhce*^

Id}u

Ef~

H

Oh~}

]ke B

Hd


21/31

OE

]ke Buh|m

H|oke}

@hs~e|s


22/31

OE

^ehoe j

A|ee

Ojdai

\ehss

Oh|e

Dj r

]ke Bu


23/31

OE

Fhce*Rh

Bjjm h

Aibk}id

Is

Riddidb

]ke R


24/31

OE

Fhbioih

Fy

^jr

Ids

]ke F


25/31

OE

]ke Buh|mihd R

ri}k h }juok

}ke Fhbioi


26/31

OE

]ke Buh|mihd Rh||ij| ri}k h }juok ja


27/31

OERidde| & Fhchysihd B|hdm ^|i{


28/31

OE

]k|jubk }ke ids~i|h}ijd ja H|oke}y~

@hs~e|s`y djr khs h

sidbce l|hdm s}|h}eby aj|

L


29/31

OE

_j Jqe|hcc

Re khqe skjrd }kh}# }k|jubk }ke use ja

Fj}iqh}ijdhc Xuhci}h}iqe \eseh|ok# X\i Ojdsukec~em @hs~e|s`y Chl }j meqecj~ h s}|jdb der

^jsi}ijdidb }k|jubk }ke use ja H|oke}y~es

Hdm re khqe mefjds}|h}em i}s ~|ho}iohc h~~id }ke h|ehs ja L|hdm hdm Ojffudioh}ijd _}|

recc hs }h`idb @hs~e|s`y a|jf h sjcj jaae|idb

Fuc}i&~|jmuo} s}|h}eby$


30/31

OE

]khd` Yju(_~hsilh(


31/31

OE

A\JF ]E\HLY]E_ ]J H\OKE]]ke ^syokjcjby ja Id}e|de} _eou|i

_ifjd ^h}}e|sjd & X\i Ojdsuc}idb

Hce{hdme| E|jaeeq & @hs~e|s`y Chl

From Terabytes to Archetypes - The Psychology of Inernet Security (ESOMAR Krakow March 2012)

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Transcript of From Terabytes to Archetypes - The Psychology of Inernet Security (ESOMAR Krakow March 2012)