This is often referred to a social engineering and can be defined as the art of manipulating people so they give up confidential information.
This method has been seen in ransomware campaigns, namely Crypto Wall, Golden Eye, and Cerber.
This exploiting of our trust can happen in numerous ways and how it is done is dependent on the goals of the hacker.
If the hacker was looking to steal banking information they will compose an email to appear on a bank asking you for your login credentials for example.
Emails claiming to be from e-commerce giant Amazon.
This method was used to distribute the Locky ransomware and appear legitimate at first sight. This method often involves sending a mail with the subject header “Invoice XXXXX” and also have a few lines of text designed to get the user to download the attachment.
Hackers want to steal data, often from some moral prerogative, rather they want to make a quick buck.