Transparent masks reduce the negative impact of opaque masks on understanding emotional states but not on sharing them

The impact of face coverings on audio-visual contributions to communication with conversational speech

The use of face coverings can make communication more difficult by removing access to visual cues as well as affecting the physical transmission of speech sounds. This study aimed to assess the independent and combined contributions of visual and auditory cues to impaired communication when using face coverings. In an online task, 150 participants rated videos of natural conversation along three dimensions: (1) how much they could follow, (2) how much effort was required, and (3) the clarity of the speech. Visual and audio variables were independently manipulated in each video, so that the same video could be presented with or without a superimposed surgical-style mask, accompanied by one of four audio conditions (either unfiltered audio, or audio-filtered to simulate the attenuation associated with a surgical mask, an FFP3 mask, or a visor). Hypotheses and analyses were pre-registered. Both the audio and visual variables had a statistically significant negative impact across all three dimensions. Whether or not talkers' faces were visible made the largest contribution to participants' ratings. The study identifies a degree of attenuation whose negative effects can be overcome by the restoration of visual cues. The significant effects observed in this nominally low-demand task (speech in quiet) highlight the importance of the visual and audio cues in everyday life and that their consideration should be included in future face mask designs.

Does wearing a mask promote consumer uniqueness seeking?

As a motivational factor, uniqueness drives individuals to seek and choose unique goods or experiences. The act of wearing masks obscures individuals' facial features and influences their desire for uniqueness. This study aims to explore how wearing masks promotes individual uniqueness- seeking behavior. Three experiments were performed using various product categories (Starbucks coffee cups, sweatshirts, suitcases, and baseball caps) and sample types (college student and adult samples). Experiment results show that wearing masks obscures individuals' facial features and weakens their self- perceived uniqueness, thereby increasing their willingness to actively purchase unique products. This study is the first to examine the effect of wearing masks on individuals' choice of unique products. Practically, the results suggest that customized products can compensate for the lack of self-perceived uniqueness brought about by facial occlusion, thus providing valuable guidance for companies and retailers that offer customized services in formulating and designing marketing strategies.

When less is not more: the effect of transparent masks on facial attractiveness judgment

During the COVID-19 pandemic, face masks have been widely used in daily life. Previous studies have suggested that faces wearing typical masks that occlude the lower half of the face are perceived as more attractive than face without masks. However, relatively little work has been done on how transparent masks that reveal the lower half of the face affect the judgment of facial attractiveness. To investigate the effect of transparent masks on the perceived attractiveness, in the current study, we asked participants to rate the attractiveness of faces without masks and with a typical opaque mask and a transparent mask. The results showed that faces wearing opaque masks were evaluated as more attractive than those wearing transparent masks or no masks. The benefit of opaque masks was more pronounced in faces that were initially evaluated as unattractive. Interestingly, wearing transparent masks decreased the perceived attractiveness of faces but only for the faces initially rated as attractive, possibly because of the visual distortion of the lower half of the face by transparent masks. In summary, we found that opaque and transparent masks have different effects on perceived attractiveness, depending on the attractiveness of faces. Given benefits of transparent masks in socio-emotional and cognitive processing, it would be important to further understand the effect of transparent masks on face information processing.

Emotional context can reduce the negative impact of face masks on inferring emotions

While face masks prevent the spread of disease, they occlude lower face parts and thus impair facial emotion recognition. Since emotions are often also contextually situated, it remains unknown whether providing a descriptive emotional context alongside the facial emotion may reduce some of the negative impact of facial occlusion on emotional communication. To address this question, here we examined how emotional inferences were affected by facial occlusion and the availability of emotional context. Participants were presented with happy or sad emotional faces who were either fully visible or partially obstructed by an opaque surgical mask. The faces were shown either within an emotionally congruent (e.g., "Her cat was found/lost yesterday afternoon") or neutral ("Get ready to see the next person") context. Participants were asked to infer the emotional states of the protagonists by rating their emotional intensity and valence. Facial occlusion by masks impacted the ratings, such that protagonists were judged to feel less intense and more neutral emotions when they wore masks relative to when their face was fully visible. Importantly, this negative impact of visual occlusion by mask was reduced but not fully eliminated when the faces were presented within a congruent emotional context. Thus, visual occlusion of facial emotions impairs understanding of emotions, with this negative effect of face masks partially mitigated by the availability of a larger emotional context.