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Issue No. 04 - July/August (2008 vol. 6)
ISSN: 1540-7993
pp: 80
Bruce Schneier examines prospect theory and how it applies to computer security. The solution is not to sell security directly, but to include it as part of a more general product or service. Vendors need to build security into the products and services that customers actually want. Security is inherently about avoiding a negative, so you can never ignore the cognitive bias embedded so deeply in the human brain. But if you understand it, you have a better chance of overcoming it.
Bruce Schneier, embedded security, prospect theory, risk, computer security, Clear Text

B. Schneier, "How the Human Brain Buys Security," in IEEE Security & Privacy, vol. 6, no. , pp. 80, 2008.
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