Importance of fear in the case of genetically modified food

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To Justify or Not to Justify: The Role of Anticipated Regret on Consumers’ Decisions to Upgrade Technological Innovations (2011, result): “Our approach is analogous in spirit to recent research into the role of affect during critical phases of technology diffusion (e.g., Laros and Steenkamp 2004; Mick and Fournier 1998; Wood and Moreau 2006).”
An empirical investigation into e‐shopping excitement: antecedents and effects (2009, background): “After a considerable period in which consumers were assumed to make largely “rational” decisions in purchase behaviour, marketing scholars are increasingly examining the influence of emotions evoked by marketing stimuli ( Laros and Steenkamp, 2004”
Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices (2015, methodology): “Most studies of emotions in the psychology literature have used self-reported measures to record respondents’ subjective feeling, defined as their consciously felt experience of an emotion (Laros & Steenkamp, 2004; Stout & Leckenby, 1986).”