Fig 2. Word cloud of participant responses to the open-ended prompt: “Feel free to say more about why you feel the way you do about this application of genetic modification”.

Participants were provided with one of two different applications of GM (i.e. disease resistant or hornless cattle) and one of five different purposes (i.e. improving animal welfare, reducing cost for the farmer, increasing worker safety, all purposes, or no purpose provided). Word cloud includes words that provided meaningful content and were mentioned at least 4 times. Larger words represent more frequent answers.