This paper investigates the escalation dynamics of cyber attacks. Two main theories have been advanced. First, “means-based” theory argues attack type determines response; cyber attacks are less likely to escalate than kinetic attacks. Second, “effects-based” theory argues an attack’s material consequences determine the likelihood of retaliation. We advance a third perspective, arguing that the covertness of an attack has the largest effect on its propensity towards escalation. We identify two characteristics of covertness that affect support for retaliation: the certainty of attribution and its timing. We use a survey experiment to assess public support for retaliation, while varying the means, effects, timing, and attribution certainty of attacks. We find no evidence for the effects-based approach, instead finding high levels of support for retaliation regardless of an attack’s scale. We find that the most significant contributor to support for retaliation is an attack’s covertness.

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