PLEA Network

21 December 2016, The Conversation, Why we can get over the ‘yuck factor’ when it comes to recycled water. In light of climate change and a growing population, water authorities around the world are looking at the treatment of recycled water to achieve water security and sustainability. Recent authors on The Conversation have raised the possibility of expanding the use of water recycling in Australia, noting the potential benefits for domestic, agricultural and industrial water supply. Some contributors have noted that the major roadblocks to water recycling, in places where it could be beneficial, are not technical issues, but public reluctance to use recycled water. Emotional Responses In the past, our aversion to recycled water has been explained by the “yuck factor”. Some people have an emotional response of disgust to using recycled water, even when they know it has been highly treated and is safe. There are large individual differences in the strength and type of different people’s disgust responses. Psychologists have tried to understand why our thought processes can lead some people to think of recycled water as unclean. One explanation is contagion thinking, the idea that once water has been defiled it will always remain unclean, regardless of treatment, at least according to the mental models that underlie our emotional responses. What such approaches often neglect is that cognition does not occur in a cultural vacuum, but is affected by the associations and stigmas of society. It is important to note that these emotional responses are often in conflict with our rational thinking. Some theorists, such as Nobel laureate Daniel Kahneman, have argued that we make judgements using two contrasting systems. One of these systems is slow and operates according to a formal risk calculus. The other is fast, based on positive or negative emotional responses. Because of this, how we feel about someone or something (positively or negatively) is often as important as what they are being judged on. In other words, the fact that a person understands that a highly treated sample of recycled water is safe to drink may not be enough to stop the emotional response, as we often tend to think intuitively, drawing on our social and cultural values. The most important question, however, is whether the emotional responses some people have to recycled water can be changed. And what role do stigmas associated with cultural norms play in shaping these? Read More here