The COVID-19 pandemic is a generational phenomenon, a defining experience for those who have experienced it. Much will be written about the causes and effects of the pandemic as additional data become available. Although not deliberate, there are quasi-experiments underway related to alternative societal responses to the pandemic, such as the reduction of economic and social activity, the degree of social distancing, and the focus of social distancing efforts. It is too early for any comprehensive analysis of the effects of and response to the pandemic. Nevertheless, there are lessons to be learned or, at least, remembered. This commentary offers a discussion of four of these lessons: (1) the differences between uncertainty and risk, (2) the multidimensionality of both uncertainty and risk and responses to them, (3) the multilayered character of risk management and public policy response, and (4) the role of marketing in the management of risk and uncertainty.

中文翻译：

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不确定性和风险是多维的：来自 COVID-19 大流行的教训

COVID-19 大流行是一种代际现象，对那些经历过它的人来说是一种决定性的体验。随着更多数据的出现，将会有很多关于大流行的原因和影响的文章。尽管不是故意的，但正在进行与应对大流行的替代社会反应相关的准实验，例如经济和社会活动的减少、社会疏远的程度以及社会疏远努力的重点。现在对大流行的影响和应对措施进行全面分析还为时过早。尽管如此，还是有一些教训需要学习，或者至少要记住。本评论讨论了其中四个教训：(1) 不确定性和风险之间的差异，(2) 不确定性和风险的多维性以及对它们的反应，