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Related Experiment Video

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Usability Evaluation of Augmented Reality: A Neuro-Information-Systems Study
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Branding water.

Sara Dolnicar1, Anna Hurlimann2, Bettina Grün3

  • 1The University of Queensland, Brisbane, Australia.

Water Research
|April 19, 2014
PubMed
Summary
This summary is machine-generated.

Public perception of different water types, like recycled and desalinated water, remains stable regardless of external events. Strategic communication can enhance acceptance of alternative water sources for drinking.

Keywords:
Attitudes towards waterBranding waterCommunicating about waterPerceptions of waterPositioning waterPublic acceptance

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Area of Science:

  • Environmental psychology
  • Water resource management
  • Public communication

Background:

  • Branding is a common marketing tool, yet underutilized in the water sector.
  • Public acceptance is crucial for water augmentation projects.
  • Understanding public perception is key to adopting alternative water sources.

Purpose of the Study:

  • To investigate public perceptions of different water types (recycled, desalinated, tap, rainwater).
  • To assess the influence of external events and time on water perceptions.
  • To identify effective communication strategies for increasing public acceptance of alternative water.

Main Methods:

  • Survey data collected from 6247 participants between 2009 and 2012.
  • Analysis of public perceptions across various water sources.
  • Evaluation of the impact of external factors (droughts, floods) on water acceptance.

Main Results:

  • Distinct public perceptions exist for recycled water, desalinated water, tap water, and rainwater.
  • External events like droughts or floods had minimal impact on water perceptions.
  • Water perceptions demonstrated stability over the study period.
  • Specific water attributes were identified as potentially effective for communication campaigns.

Conclusions:

  • Public perception of water sources is varied and generally stable over time.
  • Targeted communication strategies focusing on specific attributes can improve acceptance of alternative water.
  • Findings support water stakeholders in promoting the adoption of recycled and desalinated water.