What lies beneath? Fear vs. disgust as affective predictors of absolutist opposition to genetically modified food and other new technologies

• Published in: Judgment and Decision Making
• Main Authors: Edward Royzman, Corey Cusimano, Robert F. Leeman
• Format: Article
• Language: English
• Published: Cambridge University Press 2017-09-01
• Subjects: GMO; disgust; fear; technology; moralNAKeywords
• Online Access: http://journal.sjdm.org/17/17625/jdm17625.pdf

In line with earlier research, a multi-phase study found a significant positive association between a widely used measure of trait disgust and people’s tendency to favor absolutist (non-consequentialist) restrictions on genetically modified food (GMF). However, a more nuanced high-granularity approach showed that it was individual sensitivity to fear (specifically, a tendency to feel "creeped out" by strange and subtly deviant events) rather than a tendency to be disgusted (orally inhibited) by these events that was a unique predictor of absolutist opposition to GMF and other types of new technology. This finding is consistent with prior theorizing and research demonstrating fear to be “the major determiner of public perception and acceptance of risk for a wide range of hazards” related to new technology (e.g., nuclear power) (Slovic and Peters, 2006, p. 322). The present study calls attention to the importance of conducting future assessments of disgust (and other affective constructs) in a manner that, among other things, recognizes the substantial disconnect between theoretical and lay meanings of the term and illustrates how a policy-guiding result may arise from a sheer miscommunication between a researcher and a subject.