Mask Wearing Fosters Relaxation and Store Engagement in an Offline‐Retail Context

Abstract

ABSTRACTWearing a mask or face covering can serve not only as a health defense measure or a requirement for certain activities and rituals, but can also influence consumer purchasing behavior. This research examines whether, how, and when mask wearing fosters store engagement (e.g., higher intention to try on, longer staying time, and higher repeat patronage intention). Building on social observation and social monitoring theory, we conducted five studies and found that mask wearing leads consumers to perceive they are being observed/evaluated less and therefore to feel more relaxed; this feeling in turn leads to greater store engagement, especially for those who are high in self‐monitoring. Studies 1–3 indicate that consumers who wear (vs. not wear) masks generate higher engagement across different shopping contexts, demonstrate the proposed mechanism through serial mediation while ruling out alternative explanations, and show that being observed/evaluated less has a unique effect beyond perceived invulnerability to viruses on feelings of relaxation. Study 4 demonstrates the moderating role of self‐monitoring, such that this effect diminishes when consumers are low in self‐monitoring. Finally, Study 5 generalizes the mask‐wearing effect using a different facial covering situation. Both theoretical and practical implications are discussed.