“…More specifically, the determinants of perception pertaining to water risks and quality have been identified across many studies (Doria, 2010;Doria et al, 2005;Doria et al, 2009;Griffin & Dunwoody, 2000;Health Canada, 2012a;Jardine, Gibson, & Hrudey, 1999;Jones et al, 2006), and there are many, including degree of isolation, organoleptics (odours, flavour, colour), water chemicals and microbiological parameters, contextual indicators (state of the household, community, rivers, lakes), past negative health experiences, familiarity and prior experience, impersonal and interpersonal information (acquaintances, friends, family, water companies, media), trust in water companies and other groups, perceived control, demographics, cultural background, 4 The average household spends $250 to $400 per year for water services with a substantial increase over the last few decades in households making "defensive expenditures" on tap water substitutes, including bottled water and different filtration devices (Dupont, 2005). In particular, bottled water has been the focus of much attention given the large expenditures by consumers, with the costs of bottled water 240 to 10,000 times that of tap water (Ferrier, 2001;Olson, 1999).…”