Effects of context and feelings on perceptions of genetically modified food

Recently, there has been a surge of interest in the role of feelings in framing perceptions and decisions about risk, yet no study has specifically examined the impact of feelings on perceptions/judgments about biotechnology. This exploratory study investigated current perceptions of genetically modified (GM) food to examine (1) the effects of context (making judgments about GM food at the same time as rating other current areas of concern), and (2) the effect of feelings of dread (integral affect) and background feelings of stress (negative incidental affect) on risk judgments about GM food. An established psychometric method (semantic differential task) used with a sample of 126 adults (recruited "topic-blind," mostly from a student population) showed that, when rated in the context of other current concerns such as human cloning and Creutzfeldt-Jakob disease (CJD), there was less concern about GM food than might have been anticipated. Participants were recruited "topic-blind" in order to ensure that they were unaware that the focus of the research was on GM food specifically (and thus preventing biased recruitment to the study). Relative to 19 other current concerns GM food was "not dreaded," not viewed as "unethical," was judged as "controllable," and was seen as the least "risky" of all the issues studied. GM food was viewed as a "hot topic," a new risk, and as relatively unnatural (although it was not the highest rated concern on this scale). Ratings of risks across concerns by individuals experiencing high levels of negative incidental affect (stress) did not differ significantly from those reporting low stress.