The closer I am, the safer I feel: The “distance proximity effect” of COVID‐19 pandemic on individuals' risk assessment and irrational consumption

The unprecedented crisis of COVID‐19 posed severe negative consequences for consumers, marketers, and society at large. By investigating the effect of individuals' distance from the COVID‐19 epicenter (i.e., the geographical area in which COVID‐19 pandemic is currently most severe) on consumers' risk perception and subsequent behaviors, this research provides novel empirical findings that can offer practical insights for marketers. While...