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

Abstract

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.

The social factors behind the mask: contextual effects on trait impressions from faces wearing a face mask

“…Notably, rather inconsistent findings have been reported so far. Whereas several studies reported bolstered positive impressions (e.g., Castelli et al, 2022 ; Di Crosta et al, 2023 ; Guo et al, 2022 ; Oldmeadow & Koch, 2021 ; Olivera-La Rosa et al, 2020 ), other studies did not observe a similar pattern (e.g., Bennetts et al, 2022 ; Biermann et al, 2021 ; Grundmann et al, 2021 ; Takehara et al, 2023 ; Twele et al, 2022 ). Cultural and individual difference factors can to a large extent account for this variability (see Leder et al, 2022 ; Swain et al, 2022 ).…”

“…Several studies found an increased positive perception of faces wearing a face mask as compared to faces without the mask (Castelli et al, 2022 ; Di Crosta et al, 2023 ; Guo et al, 2022 ; Oldmeadow & Koch, 2021 ; Olivera-La Rosa et al, 2020 ). Other studies, however, reported no significant effect, mixed findings, or even an opposite pattern (i.e., more positive ratings for faces without the mask; Bennetts et al, 2022 ; Biermann et al, 2021 ; Grundmann et al, 2021 ; Takehara et al, 2023 ; Twele et al, 2022 ). This makes it important to highlight some overarching factors that might shape the strength, and, possibly, the direction of the effects.…”

“…To the best of our knowledge, only two studies in this research area have included temporal comparisons. Takehara et al ( 2023 ), in a study conducted in Japan, found that higher trustworthiness ratings were provided toward faces without the mask and this pattern was stable across time (i.e., September 2020 vs April 2022). Bennetts et al ( 2022 ) tested British participants in 3 different periods (i.e., between June 2020 and August 2021) and reported no effect of masks on judgments about trust and competence, as well as no effect of time of assessment.…”

Masks wearing off: Changing effects of face masks on trustworthiness over time

“…The results of these studies, though, have been mixed. Of 15 papers published between 2020 and 2023, six found masked faces were rated higher in trustworthiness compared to unmasked faces ( Di Crosta et al, 2023 ; Guo et al, 2022 ; Kawakami et al, 2023 ; Lau, 2021 ; Oldmeadow & Koch, 2021 ; Olivera-La Rosa et al, 2020 ), four found masked faces were less trustworthy ( Biermann et al, 2021 ; Bylianto & Chan, 2022 ; Gabrieli & Esposito, 2021 ; Takehara et al, 2023 ), and five found no differences or were inconclusive ( Bennetts et al, 2022 ; C. Twele et al, 2022 ; Cannito et al, 2022 ; Grundmann et al, 2021 ; Oliveira & Garcia-Marques, 2022 ). The variability in results may stem from differences in methodology, as well as contextual factors that influence the meanings given to mask wearing ( Wang et al, 2023 ).…”

“…They found no difference in trustworthiness between masked and unmasked faces and there was no effect of time. Takehara et al (2023) examined trustworthiness ratings of masked and unmasked faces in mid-2020 and again in September 2022, using Japanese samples. Masked faces were rated lower in trustworthiness than unmasked faces, and there was no difference in this effect across the two time points.…”