FEARFUL CUSTOMERS SENSITIVE TO SIZE AND SCOPE OF A DATA BREACH WHILE ANGRY CUSTOMERS ARE NOT, RESEARCH FINDS

 Customers who feel afraid in the wake of a data breach care more about the size and scope of the breach than do angry customers, according to research from Binghamton University, State University of New York. The findings also extend to the stock market, where a company’s stock price can be influenced by the size of the breach when the news coverage emphasizes fear, rather than anger. “The emotions of fear and anger will elicit different reactions,” said Subimal Chatterjee, distinguished professor in marketing at Binghamton University’s School of Management. “In the wake of a data breach, we wanted to explore those different reactions and see if people acted to protect themselves or directed feelings toward those responsible.” Chatterjee partnered with faculty...
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