Authors: Ana Ferreira*+, Jean-Louis Huynen*+, Vincent Koenig*+, Gabriele Lenzini+ and, Salvador Rivas* * Educational Measurement and Applied Cognitive Science, Univ. of Luxembourg + Interdisciplinary Centre for Security, Reliability and Trust, Univ. of Luxembourg Title: What is in a WiFi Access Point Name? (Socio-Technical Threats in Context and Trust) Abstract: We study context and trust as elements influencing how people chose names when this choice has consequences for security. Our mindset is that of an attacker that sets up unauthorized WiFi access points, wondering what WiFi names he should use to hook more users seeking for Internet connectivity. For this purpose, we surveyed two groups of people. We asked them to rate a list of WiFi access point names. Not all names are of existing WiFi networks: some are strategically made-up. The groups rank the WiFi they would use, first in general and then either in four distinctive contexts or in the awareness of the perception of trust those names transmit. The results suggest how attackers can tune their attack to have higher successful attack rate. In general our results prove that the attackers, by interfering with the context and with the perception of user trust, can affect people's choice in a way they can predict and control. They also indicate strategies --again socio-technical as they consist of acting on the two presented elements-- to help people resisting those attacks.