ABSTRACT
Water and air are symbolically central in culture as well as in psychology. Descending from these heights to more practical cultural psychology, the way that water is used may convey messages about the user and be a factor in cultural solidarity. For example, homeowners in the southwestern United States may feel pressure to use water-intensive landscaping to be positively evaluated by peers rather than using more environmentally sound water-conserving plantings. A starting point for discussing the role of water in culture could be a comparison of individual and group water use in the immediate environment. There are several sites available that detail the amount of water consumed in everyday activities. Since iced water, preferred by North Americans, reduces the perception of sweetness, this may be one variable explaining the desire for more highly sweetened foods in the United States.
