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

Protective facial masks reduce the spread of COVID-19 infection and save lives. Yet a substantial number of people have been resistant to wearing them. Considerable effort has been invested in convincing people to put on a mask, if not for their own sake than for those more vulnerable. Social and cognitive psychologists know that use and liking go both ways: people use what they like, and they like what they use. Here we asked whether positive attitudes towards facial masks were higher in those who had been wearing them longer. We asked participants in a diverse sample (N = 498 from five countries and more than 30 US states) to rate how attractive and emotionally arousing masks and other objects associated with COVID-19 were in comparison to neutral objects, as well as reporting on their mask-wearing habits. To confirm reliability of findings, the experiment was repeated in a subset of participants 8–10 weeks later. The findings show that regular use of protective masks was linked to their positive appraisal, with a higher frequency and a longer history of wearing a mask predicting increased mask attractiveness. These results extended to other COVID-related objects relative to controls. They also provide critical ecological validity for the idea that emotional appraisal of everyday objects is associated with our experience of using them. Practically, they imply that societal measures to encourage mask wearing may have contributed to positive emotional appraisals in those who put them on, whether due to personal choice or societal pressure.