Environmental Health Perspectives: The Yuck Factor: When Disgust Meets Discovery
"Imagine you lived in a drought-stricken area and were told that from now on your tap water would come from "recycled sewage." Might the word "yuck" describe your gut response? If your answer is yes, then you've got lots of company. Most people instinctively reject fearsome or repugnant things, especially when those things are unfamiliar. If shared by masses of people, that collective repugnance can fuel a social force with the power to shape environmental and public policy..."