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Almost all articles on social engineering describe some specific case from questionable practice. In this article I will try to focus the reader's attention on the math part: to tell how the brain works when making a decision, how to influence this decision and what technologies can automate the process, describing everything in accessible words, referring to scientific research.
There will be no specific examples of the use of materials in the article. We will consider a spherical problem (question, action, not important), which has two possible solutions. This can be, for example, launching a file, disclosing information, believing in something, etc.
How do we make decisions?
To date, there is no definite answer, but the studies that have been carried out tell us that in fact a certain part of the brain is responsible for decisions - the striatum. If you do not dive into boring and uninteresting terminology, then, relatively speaking, it launches a certain model of our behavior, allowing us to analyze the current situation based on two factors: life experience (rational half) and emotions (desires, instincts).
Experience or desire?
The process of analysis should not be regarded as a confrontation between the rational and the emotions. And although in some cases outwardly it seems that this is exactly what is happening.
Rather, this process can be seen as generating a certain amount of pros and cons on both sides. And here it is necessary to dwell in detail on why these "pros" and "cons" may arise. Surely many of you know about Maslow's pyramid of needs.
Starting from this pyramid, you can see that in some cases, the decision is determined by the needs of the person. For example, trying to convince a person to pay a huge amount for a cheap product does not make sense if the person has a penny for his soul.
But a person is an emotional creature and is not always driven by needs (almost never). It is for this reason that millions of people take out a loan for expensive cars, spend all their money on branded gear and unjustifiably expensive gadgets that they do not need. Yes, brother, the instinct of domination somehow takes over the mind!
The same emotion of mercy can cause a person to give a large sum of money without any rational reason. Just. Out of pity.
I think you realized that if you press, then press on emotions, or instincts, because the rational part will hold the line to the last and will not break through it without frank and high-quality lies.
There is one interesting study, the essence of which is that an individual experiences pleasure not only at the moment of receiving a reward, but also on the way to achieving it. And here it is appropriate to recall the various stories of brainwashing on the topic of financial pyramids, abandonment of acquired property in favor of one's spirituality, etc. Let's take a closer look at this situation (brainwashing by some sectarian).
The person was convinced that he needed it, affecting, as a rule, emotions. They told how bad everything is now, in his current situation, "opened his eyes." Such flushing gains special weight if it is backed up by some pseudo-facts, or by the statements of authoritative people (scientists, thinkers, etc.).
The fact is that a person is a social being, and for society, the presence of a leader, whose words are heeded, is a normal phenomenon. These connections formed in our minds a long time ago and helped to survive: the leader took responsibility, distributed resources between society for more productive work.
Accordingly, the opinion of the leader was listened to. The mechanism is roughly the same as how digital certificates work - everything is based on trust. And now a person listens to all this, the “trust” of the noodles begins to exceed his own experience, the pressure on emotions is exerted (his self-esteem has dropped, because everything he did turns out to be “wrong”), and his opinion changes. Despite the seemingly logical thing: by giving material values, he actually exposes himself to additional danger. Why is this happening?
Against the background of emotional pressure, new goals are instilled in a person (everything is bad for him now, but everything can be changed). And at this point, the brain begins to stimulate the body to achieve these goals. A special hormone is produced: dopamine, which is precisely responsible for the so-called "motivation". A certain indicator of what efforts a person can make to achieve goals (in this case, imposed ones). As a result, it turns out, contrary to logic, a person finds himself on the street for some higher purpose, and at the same time he is only glad of his “freedom from the material”, despite the direct harm to his body (physiological needs according to Maslow's pyramid).
Influence the decision from the outside
Now let's talk about what conclusions can be drawn from the history above. First of all, influencing the rational part of the brain almost always makes no sense. For example, if you are trying to convince a person to invest in your cryptocurrency, you will hardly be able to convince him with numbers alone. First, the human brain will always prefer the “here and now” reward to some dubious prospects. In this case, “here and now” is his capital. And doubtful because the level of trust in you is not high enough for a person.
But, one has only to give an example of successful investments, talk about what these promising technologies are, and that in general the future belongs to cryptocurrencies, a person immediately begins to draw in his head a colorful picture of potential profit (after all, there have already been successful examples), supplementing it with various emotions. In this case, the feeling of expectation will only further stimulate the person.
Further, there are several interesting tricks, based, again, on the social component of consciousness:
Use technology
Of course, these are search engines and social networks. This has already been mentioned many times in various articles. People share information about themselves for various purposes (self-identification in society, commercial interests). All this can be used at least to collect information, at the most - to manipulate.
Also:
Develop!
Anyone who, in one way or another, wants to improve their SI skill, I strongly recommend reading the book Think Slow - Decide Fast by D. Kahneman. This man has been engaged in the analysis of the way of thinking and the behavioral psychology of people for 40 years - a tremendous job.
The author describes at what moments our brain "gives up slack'' and makes wrong or irrational decisions. All these examples can be remembered as fact and used for any purpose (do not let yourself be fooled or carefully thought out conclusions, well, or use it against others).
There will be no specific examples of the use of materials in the article. We will consider a spherical problem (question, action, not important), which has two possible solutions. This can be, for example, launching a file, disclosing information, believing in something, etc.

How do we make decisions?
To date, there is no definite answer, but the studies that have been carried out tell us that in fact a certain part of the brain is responsible for decisions - the striatum. If you do not dive into boring and uninteresting terminology, then, relatively speaking, it launches a certain model of our behavior, allowing us to analyze the current situation based on two factors: life experience (rational half) and emotions (desires, instincts).
Experience or desire?
The process of analysis should not be regarded as a confrontation between the rational and the emotions. And although in some cases outwardly it seems that this is exactly what is happening.
Rather, this process can be seen as generating a certain amount of pros and cons on both sides. And here it is necessary to dwell in detail on why these "pros" and "cons" may arise. Surely many of you know about Maslow's pyramid of needs.
Starting from this pyramid, you can see that in some cases, the decision is determined by the needs of the person. For example, trying to convince a person to pay a huge amount for a cheap product does not make sense if the person has a penny for his soul.
But a person is an emotional creature and is not always driven by needs (almost never). It is for this reason that millions of people take out a loan for expensive cars, spend all their money on branded gear and unjustifiably expensive gadgets that they do not need. Yes, brother, the instinct of domination somehow takes over the mind!
The same emotion of mercy can cause a person to give a large sum of money without any rational reason. Just. Out of pity.
I think you realized that if you press, then press on emotions, or instincts, because the rational part will hold the line to the last and will not break through it without frank and high-quality lies.
There is one interesting study, the essence of which is that an individual experiences pleasure not only at the moment of receiving a reward, but also on the way to achieving it. And here it is appropriate to recall the various stories of brainwashing on the topic of financial pyramids, abandonment of acquired property in favor of one's spirituality, etc. Let's take a closer look at this situation (brainwashing by some sectarian).
The person was convinced that he needed it, affecting, as a rule, emotions. They told how bad everything is now, in his current situation, "opened his eyes." Such flushing gains special weight if it is backed up by some pseudo-facts, or by the statements of authoritative people (scientists, thinkers, etc.).
The fact is that a person is a social being, and for society, the presence of a leader, whose words are heeded, is a normal phenomenon. These connections formed in our minds a long time ago and helped to survive: the leader took responsibility, distributed resources between society for more productive work.
Accordingly, the opinion of the leader was listened to. The mechanism is roughly the same as how digital certificates work - everything is based on trust. And now a person listens to all this, the “trust” of the noodles begins to exceed his own experience, the pressure on emotions is exerted (his self-esteem has dropped, because everything he did turns out to be “wrong”), and his opinion changes. Despite the seemingly logical thing: by giving material values, he actually exposes himself to additional danger. Why is this happening?
Against the background of emotional pressure, new goals are instilled in a person (everything is bad for him now, but everything can be changed). And at this point, the brain begins to stimulate the body to achieve these goals. A special hormone is produced: dopamine, which is precisely responsible for the so-called "motivation". A certain indicator of what efforts a person can make to achieve goals (in this case, imposed ones). As a result, it turns out, contrary to logic, a person finds himself on the street for some higher purpose, and at the same time he is only glad of his “freedom from the material”, despite the direct harm to his body (physiological needs according to Maslow's pyramid).
Influence the decision from the outside
Now let's talk about what conclusions can be drawn from the history above. First of all, influencing the rational part of the brain almost always makes no sense. For example, if you are trying to convince a person to invest in your cryptocurrency, you will hardly be able to convince him with numbers alone. First, the human brain will always prefer the “here and now” reward to some dubious prospects. In this case, “here and now” is his capital. And doubtful because the level of trust in you is not high enough for a person.
But, one has only to give an example of successful investments, talk about what these promising technologies are, and that in general the future belongs to cryptocurrencies, a person immediately begins to draw in his head a colorful picture of potential profit (after all, there have already been successful examples), supplementing it with various emotions. In this case, the feeling of expectation will only further stimulate the person.
Further, there are several interesting tricks, based, again, on the social component of consciousness:
- When rendering any service to a person, he is more willing to make contact, a feeling of duty arises (it will not be pronounced, of course, but the attitude towards you will shift upwards from zero).
- Asking for help (albeit a little one) contributes to this. A person unconsciously puts himself above the one to whom he provided assistance (after all, he was asked). In addition, the need for recognition is satisfied, self-esteem grows. This phenomenon is called the Benjamin Franklin effect.
- Go beyond the expected behavior. When interacting with any object with which there was an experience of interaction earlier, the expected behavior pattern is formed in the brain. Going beyond this template puts the rational part into a stupor, it becomes easier to influence emotions.
- Collect as much information as possible about the person before taking any action. Here you should pay special attention to the fact that it is necessary to act (whether directly or not) only when there is confidence that it will not be possible to collect more information, and it is all analyzed and structured.
Use technology
Of course, these are search engines and social networks. This has already been mentioned many times in various articles. People share information about themselves for various purposes (self-identification in society, commercial interests). All this can be used at least to collect information, at the most - to manipulate.
Also:
- Don't forget to look at the file metadata. They can contain a lot of interesting information.
- Some pages may not be accessible, but the web archive usually remembers everything;
- Finally, use parsers. Almost any amount of information can be obtained and analyzed thanks to any programming language and a wrapper for curl for this language. Also, do not forget that any social service provides its own API for convenience;
- Compromising a person's mobile device is almost a 100% option for gaining access to all private information;
- Follow research and discoveries. Psychology is good, but it only reveals a pattern, and does not explain a phenomenon.
Develop!
Anyone who, in one way or another, wants to improve their SI skill, I strongly recommend reading the book Think Slow - Decide Fast by D. Kahneman. This man has been engaged in the analysis of the way of thinking and the behavioral psychology of people for 40 years - a tremendous job.

The author describes at what moments our brain "gives up slack'' and makes wrong or irrational decisions. All these examples can be remembered as fact and used for any purpose (do not let yourself be fooled or carefully thought out conclusions, well, or use it against others).