Three pilot studies ( = 832) revealed that people held more positive attitudes toward targets wearing protective face masks. Therefore, we examined whether knowledge of this self-presentational benefit would increase people's intentions to wear face masks. Participants ( = 997) were randomly assigned to read a passage about the COVID-19 pandemic, the safety benefit of mask-wearing, the self-presentational benefit of mask-wearing, or a combination of the latter two. Although this manipulation failed, findings revealed that preexisting beliefs about masked targets being more likable were positively associated with mask-wearing intentions, particularly among participants less concerned with disease or more politically conservative.
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