Psychology of marketing and selling cybersecurity

A deep dive into what makes us buy cybersecurity products and how different types of security vendors leverage this knowledge.

I recently saw a TEDx talk about the psychology of insurance. In her talk, Prof. Orit Tykocinski explored the connection between insurance and “magical thinking”. It turns out that we get insurance against the events we fear the most but once we have coverage, we assume we are somehow protected against these events. She argues that we are not that good at assessing the risk rationally and that the insurance companies are in the business of selling magical happiness.

Prof. Tykocinski’s talk is great and I highly recommend watching it. But, my Medium piece is not going to be about insurance. It is about the psychology of cybersecurity marketing and sales which, in my opinion, are even more nuanced.

Cybersecurity is an example of a product that is often viewed as an overhead cost, rather than the cost of doing business. I think there are three obvious reasons for it:

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