Impact of face masks on perceptions of black and white targets during the COVID‐19 pandemic

Abstract

AbstractAlthough the use of face masks was widespread during the COVID‐19 pandemic, their impact on social perceptions is unclear. Notably, research that has investigated the influence of masks on personality attributions has focused on a small set of characteristics with a focus on predominantly White targets, and only few studies examining more diverse groups. Because the race of targets has been found to impact impression formation processes in significant ways, it is important to examine diverse racial targets along with a wider range of personality traits. The goal of the present research therefore was to explore how face masks impact a variety of trait attributions for both White and Black targets. Our results indicate that masking faces has positive implications (i.e., more trustworthy, warm, competent, and less threatening) for White but not Black targets. Notably, both White and Black targets with masks compared to without masks were perceived as more attractive, but the effect was smaller for Black targets. Because COVID‐19 continues to be a public health emergency of international concern, with infections and deaths occurring around the world and with mask mandates still being implemented in a variety of contexts, knowing how people differentially respond to targets of different races wearing masks remains relevant and important.