Keynote Session : Using Behavioral Psychology and Science of Habit to Change User Behavior
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Is Awareness Enough To Change Human Behavior? Awarness vs Change Of Behavior What Else Do We Need? How To Build A New Habit? How To Change A Habit?
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Keynote Session : Using Behavioral Psychology and Science of Habit to Change User Behavior
- 1. #RSAC Bikash BaraiUsing Behavioral Psychology and Science of Habit to Change User Behavior Co-founder (Cigital India) @bikashbarai1
- 2. #RSAC Is Awareness Enough To Change Human Behavior? 2
- 3. #RSAC 3 Credit: Abd Allah Foteih
- 4. #RSAC Awareness vs Change Of Behavior 4 Example: Continued security training beyond the baseline are unlikely to be effective - “Modifying Smartphone User Locking Behavior” – by Dirk et al (ACM – 2013) Awareness ChangeinBehavior
- 5. #RSAC What Else Do We Need? 5
- 6. #RSAC The Mystery of Eugene Pauly’s Brain .. 6 Dr. Lary R. Squire University of California, San Diego Image Source: http://whoville.ucsd.edu/about.html
- 7. #RSAC Goal Directed System (Pre-Frontal Cortex) Responsible for new or infrequent behaviors Guided by attitudes, goals, values, knowledge Conscious and deliberate Slow Habit System (Basal Ganglia) Very fast. Does not require thought or attention Less conscious. More automatic Goal Directed and Habit System 7 Credit: Neal et al – The Science of Habit…
- 8. #RSAC 40% of our daily actions are driven without thinking Examples of Habits in action Changing gears Getting out of elevator in wrong floor Tying Shoe knots Bad habits in action Checking phone/blackberry during the middle of sleep Clicking phishing links Writing down passwords in open Habits in Action.. 8
- 9. #RSAC How To Build A New Habit? 9
- 10. #RSAC Story of Pepsodent .. 10 https://upload.wikimedia.org/wikipedia/en/8/88/Pepsodent-0179c.jpg
- 11. #RSAC Trigger – Routine – Reward ( & Craving ) 11 Trigger: Feel Tooth Film with tongue Routine: Brushing Teeth Reward: Great Smile Crave for Tingling Image Credit: Seth LemmonsImage Credit: Wikipediahttps://i.ytimg.com/vi/rf1Bs2XpwFI/maxresdefault.jpg
- 12. #RSAC Step 1: Find a Predictable and Recurring Trigger Step 2: Devise the new Routine/Habit Step 3: Find the Reward Practice, Practice, Practice without exceptions Steps for Building New Habits 12
- 13. #RSAC How To Change A Habit? 13
- 15. #RSAC Example – Changing A Habit 15 Trigger: Boredom Routine: Have a Whisky Reward: Feel Happy Image Credit: Wiki
- 16. #RSAC Example – Changing A Habit 16 Trigger: Boredom New Routine: Talk to a friend Reward: Feel Happy Image Credit: Wiki
- 17. #RSAC 3 Steps for Changing Old Habits Identify and Deconstruct the Habit Find the Trigger Find the “real hidden reward” – Experiment to discover Find the Trigger-Routine-Reward-Craving model Find an alternative routine to satisfy the “real hidden reward” Practice. Practice. Practice.
- 18. #RSAC “Hard Thing” about “Easy Things”.. 18
- 19. #RSAC Understanding Buffer Overflow - Easy 19 Finding A vulnerability - Hard Writing A “Reliable” Exploit- Very Hard
- 20. #RSAC Several “toothpaste” companies went bankrupt Coke, McDonalds campaigns.. What is hard about it? Finding a “Reliable” trigger and reward Creating craving and making it stick Hard or Easy? 20
- 21. #RSAC Applying The Science Of Habit 21 In Information Security & Life..
- 22. #RSAC Example 1: Create Habit of Locking Computer Screen.. Goal: Locking system while leaving desk Trigger – Getting up from chair/Leaving the system Routine – Lock your computer Reward – Feeling of security Rehearse or Repeat at least 20 times If you forget then go back to seat and repeat the routine
- 23. #RSAC Example 2 – Change the Habit of Writing Down Password in Open Areas Goal: Stop the habit of writing down password areas Trigger – New password setting request Old Routine – write down the password New Routine – “write down the clue” or “Use a Scheme to generate new passwords” Reward – Feeling of security Rehearse or Repeat
- 24. #RSAC Example 3: Preventing Phishing Old Habit Trigger: Legitimate entity asks for personal details Routine: Share the details New Desired Habit Trigger: Legitimate entity asks for personal details New Routine: Validate the legitimacy of the entity Practice. Practice. Practice 24
- 25. #RSAC Example 4- Create Secure Coding Behavior Goal – Ensuring coders use secure coding functions Trigger – Typing a function Old Routine – Type insecure function New Routine – Use intervention method to prompt secure function Enough practice Automatic use of secure function
- 26. #RSAC Habits in Day to Day Life.. Playing/Exercise everyday Controlling anger outbursts..
- 27. #RSAC Current State of Research 27
- 28. #RSAC Research on Habits and Beyond.. Research on Habits Significant studies in the field of psychology, marketing, sports etc Little or No research in areas related to IT security 28
- 29. #RSAC References and Other Studies .. Balleine et al – Goal directed instrumental action: contingency and incentive learning and their cortical substrates Kahneman – Thinking fast and slow Duhigg- The power of habit Neal et al – The pull of the past when do habits persist despite conflict with motives? Rothman et al- Reflective and automotive processes in the initiation and maintenance of dietary change Sheeran et al – Implementation intentions and repeated behavior.. Wood et al – A new look at habits and habit- goal interface Wood et al- The habitual consumer Wood et al- Habits in everyday life: thought emotion and action 29
- 30. #RSAC Apply What You Learned.. 30
- 31. #RSAC Apply What You Learned Next Week Choose 1 habit that you want to change or build Identify a small group for experiment Experiment First 3 months Find the most important habits to change in your organization Create an organization wide plan for habit change drills Make people practice at least 20 to 30 times in a short time frame. (Group activities, Simulation exercise, Wargames etc) Measure the success of the program
- 32. #RSAC After 6 months Assess the success of the program based on the metrics defined Reassess the risky and secure behavior and create a new program 32
- 33. #RSAC Awareness Is Not Enough 33 Invest In Forming Lasting Habits
- 34. #RSAC Practice Does Not Make Perfect 34 “Perfect Practice” Makes Perfect
- 35. #RSAC Want To Engineer A Habit? 35 Let’s Meet At The Bar ..
Editor's Notes
- Eugene Pauly’s part of the brain is destroyed due to viral encephalitis and left him with no short term memory. He moved to a new neighborhood and his wife used to take her for a walk everyday at a fixed time. Amazingly one day when his wife was late he went out for walk himself and returned back though he did not remember the way. He could not tell where the refrigerator was located if asked but if hungry he could automatically go there and take out a jar or nuts. The scientists were baffled how could somebody reach the refrigerator or traverse a path automatically without rememberring it’s whereabouts.
- In early 1900 only 7% of the American were brushing teeth. Most of the toothpaste companies failed to market the toothpaste despite poor dental hygiene of the entire country. Claude Hopkins (creator of quaker oat, goodyear tires campaign.. Made so much money.. That he devotred..) formula – quaker oats works only if you have one bowl every morning.. Drink a tonic at the first symptom of fatigue created a clever campaign which revolutionized the brush habits in America and moved it to 65%. How it worked? He used Habit Cycle – He found that there is a film which deposits on teeth. It occurs no matter how often you brush. But he cleverly used this as a Cue and created the above campaign to drive the brushing habit as a trigger. He used great smile and good hygiene as the reward.
- However, after a while scientists later discovered that there was something beyond the Cue, Routine and Reward. Pepsodent created a cool tingling sensation after brushing. This tingling strated creating “craving”. So every time somebody felt the dental film there is a craving of freshness and tingling sensation which started driving change in behavior. Eventually every toothpaste started doing the same. Similar strategy has been used in marketing Febreze and multiple other products. Craving creates urge to get the reward. It helps a habit to stick.. Urge for nicotin, urge for the fatty food, urge for the smell, urge for feeling fresh/craving for endorphin rush after exercise
- However, after a while scientists discovered that there was something beyond the Cue, Routine and Reward. Pepsodent created a cool tingling sensation after brushing. This tingling strated creating “craving”. So every time somebody felt the dental film there is a craving of freshness and tingling sensation which started driving change in behavior. Eventually every toothpaste started doing the same.
- However, after a while scientists discovered that there was something beyond the Cue, Routine and Reward. Pepsodent created a cool tingling sensation after brushing. This tingling strated creating “craving”. So every time somebody felt the dental film there is a craving of freshness and tingling sensation which started driving change in behavior. Eventually every toothpaste started doing the same.
- Will recreate the graphics to make it clear
- Will improve upon the look and feel of this slide