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Would you drink water that had once been flushed down a toilet, after it's been clean, that is?

The climate is warming and the population of drought-prone states like California continues to grow.

So recycling wastewater into drinking water may become a necessity, but...

People are grossed out by recycled water because it was once wastewater.

You know, the stuff that goes down your kitchen drains, your showers, your toilets,

and even though it's cleaned up to a standard that is identical, if not better,

than commercially bottled water.

The key barrier to recycled water acceptance is people's disgust regarding it.

University of California Riverside Psychologist Daniel Harmon.

In a recent set of experiments, Harmon and his colleague Mary Goveane learned just how difficult it can be for people to get over their disgust at the thought of drinking recycled water.

Our study was aimed at investigating weather. discussed the thought of drinking recycled water.

Our study was aimed at investigating whether the media messages that we see, you know,

commercials or brief internet videos, these pro-environmental messages, whether they actually work, whether they can get people to accept

recycled water and consume recycled water.

In one experiment, the researchers had some participants watch a short video promoting water conservation, and in another experiment

they added a video explaining why recycled water might trigger disgust, even though all contaminants

have been removed.

And neither video had a strong effect on people's willingness to drink recycled water

or to sign a petition supporting the practice.

...