Physical safety and financial safety are expected when a consumer goes out to purchase goods or services in familiar neighbourhoods. In a world in which random attacks by terrorists are becoming more and more common, that sense of confidence and well-being has been shattered.

In the fall of 2002, a pair of snipers in the Washington, DC area went on a killing spree and forced residents to consider if or how they would change the way they commute to work, run errands, shop for groceries and attend social gatherings.

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