Cybersecurity : Scam Susceptibility Among Individual Based On Fear and Rational Appeal Effect

Abu Bakar, Siti Nurdiana (2020) Cybersecurity : Scam Susceptibility Among Individual Based On Fear and Rational Appeal Effect. Masters thesis, Universiti Utara Malaysia.

Text CYBERSECURITY-SCAM SUSCEPTIBILITY AMONG INDIVIDUAL BASED ON FEAR AND RATIONAL APPEAL EFFECT.pdf Restricted to Registered users only Download (3MB)

Abstract

Scams remain among top cybercrime incidents happened around the world. Individuals with high susceptibility to persuasion are considered as risk-takers and prone to be scam victims. Unfortunately, little research is done to investigate the relationship between appeal techniques and individuals' personality that could help to raise awareness against scam. In this study, we examine the impact of fear and rational appeal as well as to identify a technique suitable for individuals with high susceptibility to persuasion. To evaluate our approach, we conducted a pre-test and post-test surveys with 3 separate controlled laboratory experiments. We found that rational appeal treatment has a significantly stronger impact than the fear appeal. Our finding suggests that rational appeal is a promising means in persuading individuals with high susceptibility to persuasion. Keywords: scam, fear appeal, rational appeal, susceptibility to persuasion, cyber security

Item Type:	Thesis (Masters)
Subjects:	Science > Science (General)
Divisions:	Universiti > Universiti Utara Malaysia (UUM)
Depositing User:	ENCIK SAIFUL FADZLY JAMALUDIN
Date Deposited:	19 Jun 2026 07:19
Last Modified:	19 Jun 2026 07:19
URI:	https://repositori.mohe.gov.my/id/eprint/272

Actions (login required)

View Item