Impact of face masks and sunglasses on attractiveness, trustworthiness, and familiarity, and limited time effect: a Japanese sample

Many studies conducted after the COVID-19 pandemic have examined the relationship between changes in social traits, such as attractiveness and wearing face masks. However, most studies examine the effect of wearing face masks at a single time point, and the time effect is not known. Additionally, few studies address wearing sunglasses, another facial occluding item. This study examined the effects of facial occluding (unoccluded face, face masks, sunglasses, or both) on perceived attractiveness, trustworthiness, and familiarity at two time points, September 2020, six months after the start of the COVID-19 pandemic, and April 2022, almost two years later, using Japanese higher and lower attractive faces. Results showed that only lower attractive faces wearing face masks had a time effect on attractiveness and familiarity and no time effect on social traits in higher attractive faces. Perceived all social traits were the highest for unoccluded faces, and faces wearing face masks had the same level of attractiveness and familiarity as unoccluded faces. Perceived trustworthiness was higher for unoccluded faces, faces wearing face masks, sunglasses, and both sunglasses and face masks, respectively. Additionally, faces wearing both sunglasses and face masks had the lowest perceived all social traits. These findings suggest that the positive and time effects of wearing face masks are limited in Japan, suggesting a greater positive impact of unoccluded faces. They also suggest that the negative impact of wearing sunglasses is significant.