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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
Fear trumps anger when it comes to data breaches – angry customers vent, but fearful customers don't come backOne-third of customers will return to a hacked site without even changing their password, according to a recent study.d3sign/Moment Collection/Getty Images

The 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...

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