David Modic and I have just published a paper on The psychology of malware warnings. We’re constantly bombarded with warnings designed to cover someone else’s back, but what sort of text should we put in a warning if we actually want the user to pay attention to it?
To our surprise, social cues didn’t seem to work. What works best is to make the warning concrete; people ignore general warnings such as that a web page “might harm your computer” but do pay attention to a specific one such as that the page would “try to infect your computer with malware designed to steal your bank account and credit card details in order to defraud you”. There is also some effect from appeals to authority: people who trust their browser vendor will avoid a page “reported and confirmed by our security team to contain malware”.
We also analysed who turned off browser warnings, or would have if they’d known how: they were people who ignored warnings anyway, typically men who distrusted authority and either couldn’t understand the warnings or were IT experts.