> But what we found in my research is a paradox, in the sense that people think that they want to know, but once they know, the reaction is worse than not knowing.

"People said they wanted to know if companies were putting feces into chocolate, but once they know, they stop buying that 'chocolate'. The reaction is worse than not knowing! What a paradox! The revealed preference is that consumers want companies to secretly include feces. I am a professor."