“We know that individuals do have different tolerance for the kind of risks-and-benefits trade-off,” said Nancy Wong, a consumer psychology professor at UW-Madison’s School of Human Ecology. “Some people are just naturally risk-takers and some are not.” Evan Polman, an associate professor at the university’s School of Business who researches decision-making and moral psychology, said risk aversion is “probably the most important dimension” for someone deciding when to resume activities outside the home. The community they live in factors into that decision, Wong and Polman said.
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