It can be easy to look at coronavirus hotspots and think the same won’t happen in your state or city, but that sense of security is misleading, say Arul and Himanshu Mishra, David Eccles Professors of Marketing here at the Eccles School.
“In effect, people somehow perceive human-drawn borders as physical protection against peril like earthquakes, nuclear catastrophe and fires. We’ve called this error in perception ‘border bias,'” they write in an op-ed.
Read the op-ed in Newsweek, and check out the original coverage of their work in Scientific American.