Wearing Masks Generates Approach Motivation in Times of COVID-19

Description

This study investigates how face masks influence gaze perception from the perspective of approach–avoidance motivation, using functional near-infrared spectroscopy (fNIRS). Although mask wearing can alter gaze perception, the underlying mechanisms remain unclear. Gaze is inherently contextual and can elicit either approach or avoidance responses, while masks carry dual social meanings: reminders of viral threat and symbols of safety. A question is whether masks generate approach or avoidance motivation in gaze perception. We used two face types (masked and non-masked) with varying gaze directions and a gender judgment task to examine participants’ responses. Results showed significant differences in prefrontal activation between masked and non-masked faces at 0° gaze. Masked faces were also rated slightly higher in trustworthiness and attractiveness. These findings indicate that face masks generate approach motivation and highlight their role in shaping social cognition. It also provides insights into how socially and culturally embedded behaviors like mask wearing influence everyday interactions and interpersonal decision-making in public health contexts.

Institutions

• Sichuan Normal University

  Sichuan, Chengdu

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