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 

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