Evidence of emotions and psychological defences in urban water-efficiency campaigns’ communications

We analysed fourteen different American water-efficiency campaigns for evidence of (1) explicit and implicit emotions, (2) explicit and implicit mortality reminders, and (3) cultural worldview appeals that could offer water users self-esteem–striving and worldview-defending opportunities. Self-esteem–striving and worldview defences are components of terror management theory’s distal defences, which are used to repress discomforting mortality awareness. We discussed the implications for conservation campaigns containing mortality reminders and/or distal defence opportunities and considered how these potentially undermine residential water-efficiency efforts. Finally, we offered practical recommendations for scholars and practitioners responsible for developing water-efficiency campaigns.