Mask-wearing as an Unspoken Statement of One’s Identity during the COVID-19 Pandemic

Accepted for Presentation at AEJMC Annual Conference in Detroit, MI, August 3-6, 2022.

Abstract: Interpreting a facemask as an unspoken statement of one’s identity during the COVID-19 pandemic based on product symbolism theory, the present study examines the relationships among one’s trust in a) government, b) the scientific community, and c) the media, perceived similarity with other mask-wearers, and mask-wearing. Based on an online survey, this study found that participants’ trust in these health information sources was positively associated with perceived similarity with other mask-wearers, which then led to a higher level of mask-wearing behavior.

Yan Jin  Ja Kyung Seo 

Related Research


Proposal Title: “Improving Infectious Disease Models with Longitudinal Surveys of Health Decision Making Preferences and Influences.”

Abstract: The objective of this project is to create more reliable infectious disease models that are informed by social science regarding health-related preferences, perceptions and intentions/behaviors. This project will design […]

Glen NowakMichael Cacciatore
read more
Communication in Context: How Culture, Structure and Agency Shape Health and Risk Communication about COVID-19 in Ghana

Abstract: Despite impressive strides toward proper health education about the pandemic, in resource-limited contexts, health information dissemination occurs within a structural context that restricts the enactment of agency and leads to […]

Wunpini Fatimata Mohammed
read more