The interplay between emotion and rationality: decoding farmers' cognitive processes in genetically modified maize adoption decisions

BACKGROUND: In the context of the dual challenges of global food security and agricultural sustainability, genetically modified (GM) crops have emerged as an important technology for addressing pest pressures and resource constraints. However, farmers' adoption of GM remains restricted by cognitive and informational barriers. Drawing on dual-process theory (DPT), this study established a dual-dimensional 'rational-emotional cognition' framework to investigate how these two cognitive systems - rational cognition and emotional cognition - can interact with cultivation experience in shaping farmers' adoption decisions, using GM maize pilot areas in Yunnan Province, China. RESULTS: Based on survey data from 468 smallholder farmers, the study found that rational cognition - defined as farmers' understanding of GM maize's agronomic benefits such as yield gains and pesticide reduction - significantly increased adoption willingness. In contrast, emotional cognition - reflecting risk perceptions and affective responses to GM technology - substantially inhibited such willingness. These two cognitive systems exhibited a dynamic antagonism: when emotional cognition was salient, it weakened the positive influence of rational cognition on adoption decisions. Cultivation experience also played a crucial moderating role through a learning-by-doing mechanism: it amplified the impact of rational cognition on adoption willingness while mitigating the inhibitory effect of emotional cognition. CONCLUSION: This study provides theoretical foundations and practical pathways for cognitive interventions in agricultural technology extension. A differentiated promotion strategy is proposed, prioritizing science communication coupled with peer demonstration to reduce emotional resistance among non-pilot farmers, and providing precise technical guidance to reinforce rational decision-making for pilot farmers.