Top Behavioral Science Frameworks & Models for Cybersecurity

In 2024, 68% of cyber breaches were caused by human mistakes, such as falling for phishing scams, using weak passwords, or mishandling sensitive data. Even with advanced security tools, companies still struggle to change risky employee behaviors. Meanwhile, the annual average cost of cybercrime is expected to exceed $23 trillion by 2027, according to data cited by Anne Neuberger, U.S. Deputy National Security Advisor for Cyber and Emerging Technologies.

This is where behavioral science can help. By understanding how people make decisions, security teams can create strategies that encourage safer habits and reduce human risk.

In this blog, we’ll explore the best behavioral science models that can help build strong Security Behavior and Culture Programs (SBCPs) and create a security-first mindset.

1. Behavioral Models for Security Awareness and Habit Formation

To build a strong security culture, organizations must understand how behaviors are formed and reinforced. These models help shape security awareness programs that drive lasting behavioral change.

COM-B Model (Capability, Opportunity, Motivation, Behavior)

The COM-B model explains that behavior is influenced by three key factors:

• Capability – Does the person have the necessary skills and knowledge to act securely?
• Opportunity – Does their environment make it easy or difficult to follow secure practices?
• Motivation – What encourages or discourages them from making secure choices?

This model is useful for designing security awareness programs that remove obstacles and reinforce positive security behaviors.

If you want to know more about the COM-B Model, read Keepnet's blog on What Is the 'COM-B' Scientific Behavioral Model in Cybersecurity Awareness?

For a comprehensive guide on effective security awareness training solutions, check out Keepnet’s blog on Top Security Awareness Training Solutions for 2025.

Habit Loop (Cue-Routine-Reward)

The Habit Loop model explains how habits are formed through three key stages:

• Cue – A trigger that prompts an action (e.g., receiving a suspicious email).
• Routine – The behavior itself (e.g., reporting the email instead of clicking on it).
• Reward – Positive reinforcement for taking the right action (e.g., recognition or points in a security awareness program).

Security teams can use rewards and gamification to strengthen secure behaviors, such as reporting phishing emails or enabling MFA.

Curious to learn more? Check out Keepnet’s blog on The Power of Gamification in Security Awareness Training.

Transtheoretical Model (Stages of Change)

Behavior change doesn’t happen overnight—it occurs in five stages:

• Precontemplation – The person is unaware of security risks.
• Contemplation – They start considering the need for change.
• Preparation – They take small steps toward adopting secure habits.
• Action – They actively follow security best practices.
• Maintenance – They consistently practice and reinforce secure behaviors.

This model helps tailor security training based on an employee’s readiness to change, making it more effective and engaging.

2. Decision-Making Models for Risk Awareness and Phishing Detection

Cyber threats often exploit human decision-making weaknesses. These models explain how people assess risks, process security information, and make choices—helping organizations design more effective security awareness strategies.

Dual-Process Theory (System 1 & System 2 Thinking)

People make decisions using two types of thinking:

• System 1 – Fast, automatic, and intuitive (but prone to mistakes, like falling for phishing scams).
• System 2 – Slow, deliberate, and analytical (helps detect security threats).

Running simulated phishing attacks encourages employees to slow down and think critically, reducing impulsive clicks and improving security awareness.

Prospect Theory

This model explains how people make decisions when facing uncertainty. It shows that people are more motivated to avoid losses than to gain something of equal value.

In cybersecurity, employees are more likely to follow security rules if they fear the consequences of a breach—such as data loss, financial penalties, or reputational damage—rather than simply being encouraged to adopt good security habits for their benefit.

Security awareness campaigns should emphasize real-world breach impacts, financial penalties, and job-related consequences to create a stronger sense of urgency and encourage proactive security behaviors.

Heuristic-Systematic Model (HSM)

People process security messages in two ways:

• Heuristically (quick mental shortcuts, leading to surface-level decisions).
• Systematically (deep analysis, leading to informed decisions).

Layered security training (videos, emails, hands-on exercises) should engage both quick and deep thinkers, ensuring that all employees absorb key security concepts effectively.

3. Motivation-Based Models for Long-Term Security Engagement

Sustaining secure behavior requires more than just knowledge—it depends on motivation. These models explain what drives employees to adopt and maintain strong security habits over time.

Protection Motivation Theory (PMT)

Employees evaluate security threats based on three key factors:

• Perceived severity – How serious would the consequences be?
• Perceived vulnerability – How likely am I to be targeted?
• Self-efficacy – Do I have the knowledge and skills to prevent it?

How it helps: Security teams can use targeted messaging to increase awareness of risks while boosting confidence in security practices.

Self-Determination Theory (SDT)

People are more likely to follow security best practices when they feel:

• Autonomy – They have control over their security decisions.
• Competence – They feel confident in their ability to stay secure.
• Relatedness – They see security as a shared responsibility within their team.

How it helps: Peer-driven security programs create a sense of ownership and teamwork, making employees more engaged and willing to follow security policies.

Gartner PIPE Framework

The Gartner PIPE Framework is a security-focused model designed to make training more effective by emphasizing:

• Purpose – Clearly communicating why security is important.
• Incentives – Rewarding employees for following secure behaviors.
• Personalization – Tailoring training to individual roles and risks.
• Engagement – Making awareness programs interactive and engaging.

How it helps: This approach ensures security training is meaningful and practical, rather than just another checkbox task.

Interested in a deeper dive? Check out our blog on the Gartner PIPE Framework.

4.Organizational Behavior Models for Security Culture Development

Creating a strong security culture means understanding how behaviors spread, how employees adapt to change, and how to encourage secure practices across the organization. These models help businesses integrate security into daily operations and make it a natural part of the workplace culture.

Kurt Lewin's Change Management Model

Behavioral change happens in three key stages:

• Unfreeze – Identify security weaknesses and prepare for change.
• Change – Implement secure behaviors and new policies.
• Refreeze – Reinforce and sustain security habits.

How it helps: This model is crucial for successfully introducing new security policies and embedding a strong security culture.

For a step-by-step guide on building a security culture program, check out our blog on What is a Security Behavior and Culture Program (SBCP)?

Diffusion of Innovations Model

This model explains how security behaviors spread across an organization:

• Innovators & Early Adopters – Security champions who lead by example.
• Early & Late Majority – Employees who need structured training to adopt secure behaviors.
• Laggards – Those resistant to change and require extra guidance.

How it helps: Security teams can customize awareness training and initiatives based on an employee’s readiness to adopt security practices, ensuring a smoother transition to a security-conscious culture.

Behavioral Insights Team’s EAST Framework

The EAST Framework promotes secure behavior by making security:

• Easy – Simplify security processes to reduce friction.
• Attractive – Use engaging awareness programs to capture attention.
• Social – Leverage peer influence to encourage best practices.
• Timely – Deliver security reminders at key moments.

How it helps: This approach is effective for phishing simulations and behavioral nudges, helping employees make smarter security choices effortlessly.

For more insights on tailoring security nudges for different roles, read Keepnet’s blog on Customizing Nudges for Specific Roles in Security Behavior and Culture Programs.

Harnessing Behavioral Science for Stronger Cybersecurity

Behavioral science provides proven models to understand, influence, and sustain secure behaviors. Whether you're designing phishing simulations, rolling out new security policies, or increasing employee engagement, these frameworks offer practical strategies to improve cybersecurity awareness and reduce human risk.

By applying these insights, organizations can build a security-first culture, ensuring employees make safer choices in their daily work.

Discover how the Keepnet Human Risk Management Platform can help you analyze, manage, and reduce human-related cyber risks with data-driven insights and automation.