© 2017, American Marketing Association Journal of Marketing PrePrint, Unedited All rights reserved. Cannot be reprinted without the express permission of the American Marketing Association. The Effect of Data Breach Announcement on Customer Behavior: Evidence from a Multichannel Retailer Ramkumar Janakiraman 1 Associate Professor of Marketing Business Partnership Foundation Research Fellow Darla Moore School of Business, University of South Carolina Columbia, SC (USA) 29208 Phone: (803) 777-0534 Email: Janakiraman.Ramkumar@gmail.com Joon Ho Lim Assistant Professor of Marketing College of Business Illinois State University Normal, IL (USA) 61790-5590 Phone: (309) 438-8429 Email: jlim12@ilstu.edu Rishika Rishika Clinical Assistant Professor of Marketing Darla Moore School of Business, University of South Carolina Columbia, SC (USA) 29208 Phone: (803) 777-8778 Email: rishika@moore.sc.edu 1 The first author would like to acknowledge an anonymous retailer for sharing the data. The three authors contributed equally. All errors are our own.