In the hands of the beholder: Wearing a COVID-19 mask is associated with its attractiveness

Unveiling why race does not affect the mask effect on attractiveness: but gender and expression do

Studies show that surgical face masks can have both positive and negative effects on attractiveness. Race has been implicated as a moderator of the size of this mask effect. Here, the moderating effects of expression, race and gender are explored. The mask effect was more positive for males than for females, for neutral faces than for smiling faces, and there were differences between the races. Further, the effect of unmasked attractiveness was partialled out for each image, which removed the race effects, but the gender and expression effects remained. It is suggested that racial differences previously observed in the mask effects are a consequence of differences in attractiveness of the faces sampled from those races. Re-analysis of previous research that showed race effects also demonstrates how they are better explained as attractiveness effects rather than race effects. This explanation can provide order to the different findings observed across the literature.

Habitual Mask Wearing as Part of COVID-19 Control in Japan: An Assessment Using the Self-Report Habit Index

Although the Japanese government removed mask-wearing requirements in 2023, relatively high rates of mask wearing have continued in Japan. We aimed to assess psychological reasons and the strength of habitual mask wearing in Japan. An Internet-based cross-sectional survey was conducted with non-random participant recruitment. We explored the frequency of mask usage, investigating psychological reasons for wearing masks. A regression analysis examined the association between psychological reasons and the frequency of mask wearing. The habitual use of masks was assessed in the participant's most frequently visited indoor space and public transport using the self-report habit index. The principal component analysis with varimax rotation revealed distinct habitual characteristics. Among the 2640 participants surveyed from 6 to 9 February 2023, only 4.9% reported not wearing masks at all. Conformity to social norms was the most important reason for masks. Participants exhibited a slightly higher degree of habituation towards mask wearing on public transport compared to indoor spaces. The mask-wearing rate was higher in females than in males, and no significant difference was identified by age group. Daily mask wearing in indoor spaces was characterized by two traits (automaticity and behavioral frequency). A high mask-wearing frequency has been maintained in Japan during the social reopening transition period. Mask wearing has become a part of daily habit, especially on public transport, largely driven by automatic and frequent practice.

Does wearing facial masks increase perceived facial attractiveness? An eye-tracking experiment

As wearing a mask has become a routine of daily life since COVID-19, there is a growing need for psycho-physiological research to examine whether and how mask-fishing effects can occur and operate. Building upon a notion that people are likely to utilize information available from the facial areas uncovered by a mask to form the first impression about others, we posit a curvilinear relationship between the amount of the facial areas covered by a mask and the perception of others' attractiveness such that the attractiveness perception increases initially and then decreases as more facial areas are covered by a mask. To better examine this covering effect, we conduct an experiment using an eye-tracker and also administer a follow-up survey on the facial attractiveness of target persons. Our results showed that the facial attractiveness of target persons increased as the areas covered by a mask increased as in the moderate covering condition where the target persons wore only a facial mask, demonstrating that the mask-fishing was indeed possible thanks to the covering effect of a mask on the facial attractiveness. The experimental results, however, revealed that the mask-fishing effect disappeared as the areas covered increased further as in the excessive covering condition where the target persons' face and forehead were covered with a mask and a bucket hat. More importantly, the eye-tracking data analysis demonstrated that both the number of gaze fixation and revisits per unit area were significantly lower in the moderate covering than in the excessive covering condition, suggesting that participants in the moderate covering were able to form the impression about the target persons using cues available from the eyes and forehead areas such as hairstyle and eye color whereas those in the excessive covering were provided only a limited set of cues concentrated in the eyes area. As a result, the covering effect no longer existed under the excessive covering. Furthermore, our results showed that participants in the moderate covering were more likely than those in the excessive condition to exhibit the higher level of curiosity and perception of beautifulness but perceived the lower level of coldness when evaluating the target persons. The current research offers theoretical contributions and practical implications made from the eye-tracking experiment and discusses possible avenues for further research.

Face mask use as a categorical dimension in social perception

Prevention measures aimed at combating COVID-19 pandemic strongly impact several aspects of social life. In particular, interpersonal perception is affected as a function of whether the persons perceived wear or not face masks. In two experimental studies, we here explored whether people rely on the presence vs. absence of face masks when encoding information in memory about other individuals. In a memory confusion paradigm, participants were initially presented with individuals either wearing a face mask or not, each conveying a series of sentences. Next, participants were probed about the identity of the speaker of each sentence. Results showed that it was more likely to erroneously attribute a sentence to a speaker who also was wearing a face mask (or not) as the original speaker, demonstrating that the cue about wearing or not a face mask was spontaneously used to encode information. Study 2 ruled out an alternative explanation based on perceptual processes, suggesting that face masks represent meaningful social objects. Overall, it emerged that participants spontaneously categorize others as a function of whether they wear a mask or not. Findings also confirmed previous research evidence about the more positive evaluation of mask wearers as compared to non-wearers, and the overall detrimental impact that face masks may have on the correct identification of social targets.

The Attractiveness of Masked Faces Is Influenced by Race and Mask Attitudes

This study tests the influence of wearing a protective face mask on the perceived attractiveness of the wearer. Participants who identified as White, and who varied in their ideological stance toward mask wearing, rated the attractiveness of facial photographs. The photos varied in baseline attractiveness (low, medium, and high), race (White and Asian), and whether or not the face was wearing a protective mask. Attitudes regarding protective masks were measured after the rating task using a survey to identify participants as either pro- or anti-mask. The results showed that masked individuals of the same race were generally rated as more attractive than unmasked individuals, but that masked individuals of another race were rated as less attractive than unmasked individuals. Moreover, pro-mask participants rated masked individuals as generally more attractive than unmasked individuals, whereas anti-maskers rated masked individuals as less attractive. A control experiment, replicating the procedure but replacing the protective masks with a partially occluding notebook, showed that these effects were mask-specific. These results demonstrate that perceived attractiveness is affected by characteristics of the viewer (attitudes toward protective masks), their relationship to the target (same or different race), and by circumstances external to both (pandemic).