Who Are You Now? Fading to Multiple Personas

There is strong support for single sign-on, using methods such as Facebook, Google, or Amazon for providing third-party sign-on to websites. While it is practical to the user, it carries a large risk: a compromise of the account credentials can lead to a severe impact on the websites the user authenticates to, and unwanted linkages between intentionally separated social roles, or personas. Moreover, we increasingly use mobile devices and theft of a device carrying credentials could have dire consequences, potentially based on different perceptions of risk. Our perceptions of risk we may assign to each world we authenticate to may be different and very individual, and that separation may be indeed necessary, albeit cumbersome.