Abstract
Wearing a sanitary mask tended, in the main, to reduce the wearer’s sense of perceived facial attractiveness before the COVID-19 epidemic. This phenomenon, termed the sanitary-mask effect, was explained using a two-factor model involving the occlusion of cues used for the judgment of attractiveness and unhealthiness priming (e.g., presumed illness). However, these data were collected during the pre-COVID-19 period. Thus, in this study, we examined whether the COVID-19 epidemic changed the perceived attractiveness and healthiness when viewing faces with and without sanitary masks. We also used questionnaires to evaluate beliefs regarding mask wearers. We found that the perception of mask-worn faces differed before versus after the onset of the COVID-19 epidemic. Specifically, mask-wearing improved wearers’ sense of the attractiveness of faces, which were rated as less attractive when a mask was not worn after the onset of the COVID-19 epidemic. Furthermore, mask-worn faces were rated as healthier after the onset of the COVID-19. The proportion of respondents with negative associations regarding mask-wearing (e.g., unhealthiness) decreased relative to before the epidemic. We suggest that the weakening of this association altered the sanitary-mask effect with a relative emphasis on the occlusion component, reflecting the temporal impact of a global social incident (the COVID-19 epidemic) on the perception of facial attractiveness.
Highlights
Wearing a sanitary mask tended, in the main, to reduce the wearer’s sense of perceived facial attractiveness before the COVID-19 epidemic
Regarding the scores for white sanitary masks, we identified significant effects of period on healthiness and attractiveness ratings— healthiness: v2 (2, N 1⁄4 572) 1⁄4 61.515, p < .001, V 1⁄4 .328; attractiveness: v2 (2, N 1⁄4 572) 1⁄4 42.447, p < .001, V 1⁄4
Regarding the scores for black sanitary masks, we identified a significant effect of period on healthiness and a trend for the effect of period on attractiveness—healthiness: v2 (2, N 1⁄4 572) 1⁄4 47.891, p < .001, V 1⁄4 .289; attractiveness: v2 (2, N 1⁄4 572) 1⁄4 5.691, p 1⁄4 .058, V 1⁄4
Summary
Wearing a sanitary mask tended, in the main, to reduce the wearer’s sense of perceived facial attractiveness before the COVID-19 epidemic This phenomenon, termed the sanitary-mask effect, was explained using a two-factor model involving the occlusion of cues used for the judgment of attractiveness and unhealthiness priming (e.g., presumed illness). The first factor in the model was the effect of occlusion, that of the lower part of the face by a sanitary mask Such occlusion can reduce informative features, such as the symmetry and contours of facial structures, the smooth/roughness of the skin, and skin color. Faces rated as highly attractive often have symmetric contours with no distortions, as well as smooth skin Occlusion of these favorable features by a mask could decrease perceived attractiveness. Regarding priming for unhealthiness, the perceived attractiveness of a mask-worn face would be expected to decrease regardless of the level of facial attractiveness when masks were not worn
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
