Facial mask personalization encourages facial mask wearing in times of COVID-19

Johanna Palcu, Martin Schreier, Chris Janiszewski

Publication: Scientific journalJournal articlepeer-review


One of the most cost-effective strategies for fighting the spread of COVID-19 is the use of facial masks. Despite health officials’ strong efforts to communicate the importance or wearing a mask, compliance has been low in many countries. In the present paper we propose a novel behavior-intervention strategy to encourage people to wear facial masks. Three studies show that the personalization of a mask, as a form of identity expression, increases mask wearing intentions and, by extension, the percentage of individuals who wear facial masks. Given that mask wearing remains a necessity after deployment of the first vaccines, novel approaches to encouraging mask wearing are essential. Linking facial mask wearing to an individual’s identity is a promising strategy.
Original languageEnglish
JournalScientific Reports
Issue number891
Publication statusPublished - 2022

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