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Are data breaches the new norm? Exploring data breach trends, consumer sentiment, and responses to security invasions

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  • Ereni Markos
  • Priscilla Peña
  • Lauren I. Labrecque
  • Kunal Swani

Abstract

Although data breaches are common, limited knowledge exists regarding consumer sentiments towards them and the personal actions taken following a breach. First, we explore trends using a database chronicling 14 years of breaches. Then, guided by Social Contract Theory, our study analyzes a secondary dataset of survey responses from 890 affected consumers to understand perceptions of breaches, including attitudes towards businesses, expected actions businesses take following a breach, and protective actions. The integration of Social Contract Theory with Privacy Calculus Theory and Protection Motivation Theory in the study of data breaches provides a lens to examine how context‐specific attributes impact consumer actions following a breach. Our findings show that data breaches are frequent, vary across industries, and consumer attitudes and actions vary by data type compromised.

Suggested Citation

  • Ereni Markos & Priscilla Peña & Lauren I. Labrecque & Kunal Swani, 2023. "Are data breaches the new norm? Exploring data breach trends, consumer sentiment, and responses to security invasions," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(3), pages 1089-1119, July.
    • Handle: RePEc:bla:jconsa:v:57:y:2023:i:3:p:1089-1119
    DOI: 10.1111/joca.12554
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