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

Abstract

During the global COVID-19 pandemic, the wearing of face masks became a common practice, raising questions about how masks affect perceptions of and behaviour towards others. Numerous studies have explored the impact of face masks on perceptions of trustworthiness, but results have been mixed and it remains unclear whether masks influence perceptions via their social meaning or their effects on facial appearance. In this study, Australian participants ( N = 363) rated a series of faces which were either masked, unmasked, or occluded by a non-mask object (computer) in terms of perceived trustworthiness in 2020, 2022, or 2023. The apparent trustworthiness of unmasked faces remained stable across years, but masked faces were rated significantly more trustworthy in 2020 compared to 2022 and 2023. Furthermore, ratings of masked faces, but not unmasked faces, were correlated with participants’ attitudes towards wearing masks. Faces occluded by a non-mask object were perceived to be less trustworthy than masked faces. Together, results strongly suggest the increase in perceived trustworthiness of masked faces reported in numerous studies conducted during COVID-19 were driven by positive social meanings around mask wearing rather than by their effect on facial appearance.