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Despite substantial improvements made by the usable security community at raising lay people's  awareness  of,  motivation  to use, and  knowledge  of how to use security and privacy tools (i.e., their  security sensitivity ), much security advice remains ignored and many security tools remain underutilized. I argue that this low security sensitivity can be at least partially explained by the fact that security and privacy behaviors can have myriad social consequences. For example, by using two-factor authentication, one might also be perceived as paranoid or as someone with something to hide. To that end, in this article, I will describe some recent work that introduces and establishes a theoretical foundation for a new genre of usable security research:  social cybersecurity .

Social cybersecurity: Understanding and leveraging social influence to increase security sensitivity