A
fear
of
dying
plays
a
role
in
people
buying
bottled
water,
even
though
they
know
it
may
not
be
good
for
them
or
the
planet,
a
study
from
the
University
of
蓝莓视频
has
found.
The
study
suggests
that
most
bottled-water
advertising
campaigns
target
a
deep
psychological
vulnerability
in
humans,
compelling
them
to
buy
and
consume
particular
products.
Bottled
water
ads
specifically
trigger
our
most
subconscious
fear
鈥
driving
Canadians
to
buy
billions
of
litres
of
water
annually.聽
鈥淏ottled water advertisements play on our greatest fears in two important ways,鈥 says Stephanie Cote, who conducted the research while a graduate student at 蓝莓视频. 鈥淥ur mortality fears make us want to avoid risks and, for many people, bottled water seems safer somehow, purer or controlled.
"There
is
also
a
deeper
subconscious
force
at
work
here,
one
that
caters
to
our
desire
for
immortality.鈥
In
2013,
according
to
a
report
by
Euromonitor,
Canadians
bought
2.4
billion
liters
of
bottled
water.
In
2018,
that
amount
is
expected
to
rise
to
three
billion
liters
worth
CAD$3.3
billion,
despite
ongoing
and
energetic
anti-bottled
water
campaigns.聽
The study used social psychology鈥檚 Terror Management Theory (TMT) as its framework. TMT researchers argue that people鈥檚 efforts to repress conscious and unconscious fear of death generates specific defenses that influence behaviours such as consumption choices, the accumulation of wealth, and status security.聽
The research team analyzed data drawn from the content of bottled water campaigns and advertisements, websites, photographs, and videos that revealed implicit and explicit meanings. They also examined how anti-bottled water campaigns have trouble competing with corporate bottled water messaging.聽
鈥淥ur results demonstrate that corporate campaigns appeal to people who measure their personal value by their physical appearance, fitness levels, material and financial wealth, class, and status,鈥 said Water Institute member Sarah Wolfe, a researcher in 蓝莓视频鈥檚 Faculty of Environment. 鈥淧ro-bottle water advertisements rely heavily on branding, celebrity, and feel-good emotions that trigger our group identities and patriotism.
"If
public
and
non-governmental
organizations
were
interested
in
promoting
the
benefits
of
municipal
drinking
water
systems,
they鈥檙e
going
to
need
to
use
new
tactics
that
are
emotionally
stirring
and
speak
to
more
than
just
the
financial,
ethical
and
environmental
benefits
of
tap
water.鈥
The
.