In October 2008,a mobile phone message that citrus of Guangyuan,Sichuan Province was infected by Maggot-like worms caused the consumer's panic about citrus consumption.In order to find out the real psychological response by consumers and the impact on consumer behavior,this paper makes an empirical study through questionnaire,interview and statistics.The results showed that first most consumers didn't have the experiences of buying citrus infected by bactrocer minax;second,psychological cost of rural consum...