Don't stand so close to me: Proximity defines how we think of contagion

We judge probability and make risk judgements all the time, such as when we try new products or consider which stocks to trade. It would seem that our decisions would be rational and based on concrete factors; however, we are not always so pragmatic. Some judgements are not based solely on relevant information but can be influenced by subjective beliefs. For example, most of us would probably cringe at the thought of drinking a sugar solution that was labelled 'sodium cyanide,' even if we knew it was perfectly safe to drink...

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