Mind Tricks: Recycled Water

Dr. Paul Rozin, Professor of Psychology at the University of Pennsylvania, studies human disgust, and has applied his expertise to the problem facing water reuse. He suggests bottling recycled water as a possible solution to overcome the “yuck factor” associated with recycled/reclaimed water. The packaging and branding, which invokes a cleaner image for the public, would be more palatable than recycled water flowing from the tap.  Jessica Yu, the director of “Last Call at the Oasis”, made this short video on the New York Times website. Ms. Yu takes Professor Rozin’s idea, and surveys people on the street.  The video shows that some brave souls are willing to at least try bottled recycled water, and may possibly purchase the water if it was commercially available.