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Recycled water has been widely recognized in the world as an effective approach to relieve the issue of water shortage. Meanwhile, with several decades of development, the insufficiency of technology is no longer the primary factor that restricts the popularization of recycled water. What makes it difficult to promote the concept of reusing recycled water in China? To solve this issue, a special experiment on the public’s attitude towards the reuse of recycled water was designed based on a Single Category Implicit Association Test (SC-IAT), so as to avoid factors like social preference that can influence the survey results, and to gain the public’s negative implicit attitude towards reusing recycled water reuse, which is close to the public’s real attitude to it. From the perspective of implicit attitude, this research testifies the “spiritual contagion” phenomenon of the public, which refers to refusing recycled water reuse because recycled water is made from sewage treatment. By comparing the implicit attitude to recycled water reuse with the explicit attitude that is acquired from self-reporting questionnaires about reusing recycled water, this research finds that the implicit attitude is more positive than the explicit attitude, which accounts for the phenomenon of “best game no one played” in the promotion of the recycled water reuse, that is, the public though applauding the environment-friendly policy, will not actually use the recycled water.
Fu et al. (2017) studied this question.