Quotation Palcu, Johanna, Schreier, Martin, Janiszewski, Chris. 2022. Facial mask personalization encourages facial mask wearing in times of COVID-19. Scientific Reports. 12 (891)




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.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Scientific Reports
Citation Index SCI
Language English
Title Facial mask personalization encourages facial mask wearing in times of COVID-19
Volume 12
Number 891
Year 2022
Reviewed? Y
URL https://www.nature.com/articles/s41598-021-04681-y
DOI https://doi.org/10.1038/s41598-021-04681-y
Open Access Y
Open Access Link https://www.nature.com/articles/s41598-021-04681-y


Palcu, Johanna (Details)
Schreier, Martin (Details)
Janiszewski, Chris (University of Florida, United States/USA)
Institute for Marketing Management IN (Details)
Competence Center for Experimental Research WE (Details)
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