2003; Choi et al 2010), to shape the adoption of specific types of innovations. Our findings have surfaced the strong value-driven emotions that underpin the Irish dairy farmers' beliefs about what farming is, and means, and the influence that this has on innovation choices. Emotional or affective dimensions are rather under-represented in research into innovation adoption and rejection, especially by businesses; most of the research that has examined the interaction between emotions and innovation adoption has focused on industries other than agriculture (Vuori and Huy, 2016). We would argue that the important role of emotions in social settings (Parkinson and Manstead, 2015), combined with the heavily values-driven nature of Irish farming (Fahey, 2002; Ni Laoire, 2005) and the inherently emotional nature of work that involves interactions with the land and with animals (Scotney et al., 2015), means that innovation in Irish dairy farming is worthy of investigation. The rural literatures have also tended to 'understate emotional dimensions' and have seldom made feelings an explicit focus for analysis (Jennings et al., 2015) despite the fact that these "loom large in idealised imaginings of rurality" (Pini et al., 2010). We also challenge the prevailing dominance within *Manuscript (WITHOUT AUTHOR DETAILS). . 2. innovation adoption theory of a bias toward a pro-change stance, which we address by shedding light on the underpinnings of passive and active innovation resistance (Talke and Heidenreich, 2014; Heidenreich et al., 2016). This paper unfolds as follows. We first review the innovation adoption and emotions literatures to understand the factors that influence acceptance of, or resistance to, innovation and the types of innovations adopted, focusing especially on the role of emotions in the innovation adoption or rejection decision. We then describe our methodology and research setting, including the selection of interviewees, our interview protocols and data analysis methods. The following section discusses our findings and proposes a novel framework for understanding the interaction of external and emotional influences on the adoption of innovation and the types of innovations adopted in the Irish dairy industry. This is followed by a final section that draws out implications for theory and for further research.. 2. THEORETICAL BACKGROUND. 2.1 Innovation Adoption. Research on both the adoption and the diffusion of innovations has a long and wide-ranging history (Kapoor et al 2014; Büschgens et al., 2013). Much of this body of literature focuses on the role of innovation in fulfilling a perceived need or solving a problem, whether this is economic or social (Rogers, 2003). Much of the early literature focused on product or technology innovation; subsequent theory has extended to include innovation in services and in business models. Each tends to be diffused via a different path (Rieple and Kapetaniou, 2017) and involves different players in the process. .