The behavioral economics can be applied to understand how someone might respond to this letter. This letter encourages customers to contact their credit card company. The structure of this letter and its importance can impact customers responses.

The Classical economics theory emphasize the role of supply and demand in determining prices and resources. This letter addresses the changes in demand for information security. The company in this letter is responding to a shift in demand from customers who now prioritize the security of their personal information.

This letter coordinate with social contract theory, in terms with trust and obligations. Customers trust the company with their personal information, which forms a social contract. The breach that took place, disrupted this trust. The letter is to acknowledge of the breach that violated the contract.

The social exchange theory explains the relationships and interactions of transaction based on the expectation of reciprocity. The letter explain how there’s implicit social exchange between the company and its customers. The letter explain the breach and the customers are expected to take certain actions. social exchange theory helps understand the expectations and obligations.