Fear trumps anger when it comes to data breaches – angry customers vent, but fearful customers don't come back
- Written by Rajendran Murthy, Professor of Marketing, Rochester Institute of Technology
One-third of customers will return to a hacked site without even changing their password, according to a recent study.d3sign/Moment Collection/Getty ImagesThe Research Brief is a short take about interesting academic work.
The big idea
When a person is notified of a data breach involving their personal information, if they react with a feeling of...