Integrating elaboration likelihood model and herd theory in information security message persuasiveness

Abstract

Determining how to design persuasive information security messages to increase employees’ engagement in protection-motivated behaviors is an important organizational objective. Information security messages that are argument-based have been shown to effectively elicit employees’ protection-motivated behaviors. The mechanism by which cue-based information security messages persuade employees to engage in protection-motivated behaviors is not clear. This paper applies the lenses of the elaboration likelihood model (ELM) and herd theory to propose a comprehensive conceptual model which explains how security argument persuasiveness and popularity cues influence individuals’ cognitive attitude and herd mentality and subsequently influence employees’ protection-motivated behaviors. The results have implications for designing effective information security messages for organizational information security management.