Let’s go shopping…
Look at this….what a great deal!
We have all been on a search engine and found that the items we have been looking for appear suddenly on our internet browser pages regardless if we are on a mobile phone, laptop, tablet, and/or a desktop device. Why can you find these items at a lower cost and why are they in sponsored results in your search engine. Is someone listening? Ah, some people would be surprised that your devices are listening to you and your discussions with others about products and/or people that you discuss amongst your friends and/or peers. However, this is another blog topic in itself.
Online deals are everywhere during the holiday season. Actually, more so, this time of year. So, let’s discuss how the consumer can be overwhelmed with the deals and then we can analyze how we can do better when we are making purchases online.
Scenario: LIMITED TIME, TODAY ONLY, 75% OFF TV (that you have been looking for)
The consumer clicks on a link, there’s a countdown timer, frantic consumer clicks the button titled, Buy Now. The site looks slightly different but the consumer needs this TV. Light bulb moment, is this too good to be true? Do you check the site or do you make the purchase?
Breaking Down Human Factors (abilities | behaviors | limitations | processes)
Human Abilities
A cybercriminal breaks a human’s abilities by creating bright colors, large fonts, and countdown timers to exploit the tendency to notice urgency.
A cybercriminal uses cognitive processing to ensure words like “big discount and a time constraint = good deal.”
A cybercriminal is hoping that the consumer has a limited attention span and won’t know that they transferred to another site that is missing its SSL certificate.
Human Behaviors
A cybercriminal uses time-limited offers that triggers urgency to buy. The urgency they are relying on is the consumer’s impulse under pressure. Will the consumer purchase quickly without verification.
A cybercriminal uses fake reviews to reinforce your decision on buying the product. The reviews may indicate “1000 people purchased this item today!” this enforces social proof bias.
A cybercriminal uses familiar patterns. What does this mean? The fake site may mimic a legitimate layout of a site that the consumer frequently visits. The cybercriminal is exploiting the learned trust the consumer has in familiar website designs.
Human Limitations
A cybercriminal uses information overload and is hoping the multiple ads, notifications, and holiday steals/deals overwhelm the consumer’s cognitive capacity (cognitive overload) to reduce the consumer’s critical thinking.
A cybercriminal hopes that the consumer does not recognize the URL change when the consumer clicked the Buy Now button.
Human Process
A cybercriminal ensures that they can activate your fight-or-flight response by using key words that ensure you splurge under stress by using the scare tactic that the product is scarce e.g., limited time purchase.
A cybercriminal uses familiar logos on the fake sites. They hope that you do not notice if it is slightly blurry or it’s missing a color.
A cybercriminal trys to reinforce impulsive behaviors by promising a reward of saving money.
Protecting the Human Perimeter
The human “you” requires a perimeter (protection). Why? Humans underestimate the risks of online shopping. Fake sites are created by individuals that exploit cognitive biases, use sensory cues, and bank on human limitations. These individuals are targeting the consumer for financial gain. These individuals are cybercriminals aka Black Hat Hackers.
Tips
Look for HTTPS and the padlock in the browser address bar.
Check for spelling errors and poor quality images.
Verify the domain name
Take a deep breath before reacting to flashy colors and countdown timers (designed to grab your attention).
Avoid clicking ads directly; go to the official site instead.
Check reviews on other sites.
Enable two-factor authentication
Deals rarely expire in minutes, ignore the sense of urgency.
Look for contact information and return policies.
Educate yourself on common scam patterns.
Check for secure payment options.
