Economically, Rational Choice Theory explains the company’s decision to delay notifying customers. They likely considered the risks and benefits like potential backlash, legal implications, and customer trust before moving forward. Cost-Benefit Analysis also fits here, since the company invested in cybersecurity experts and offered credit monitoring to reduce further harm, while still trying to protect their reputation.

From a psychological view, Neutralization Theory comes into play with how the company distances itself from direct responsibility by blaming the third-party platform. This helps them soften the perception of wrongdoing. Another psychological idea, Reinforcement Sensitivity Theory, can explain how customers might react differently some might feel anxious and act fast, while others stay calm, depending on their personal sensitivity to threats.

This situation shows how companies respond not just logically, but also in ways that take into account how people think and feel during crises.