Security breaches happen due to misbehavior. This human behavior, not only affect IT and security, but also every aspect of life. It’s the reason why advertising and related marketing schemes work and the root-cause that affect society. Kevin Beaver (an information security consultant, expert witness, writer, and professional speaker with Atlanta-based Principle Logic, LLC), writes in his article about why people violate specific information security policies at: http://it.toolbox.com/blogs/itmanagement/people-are-violating-your-security-policies-and-heres-why-70833