Contagious or prosocial? Perceptions of mask‐wearers toward Whites and Asians: A cross‐cultural comparison during the early stage of the COVID‐19 pandemic

The COVID‐19 pandemic has led to a worldwide increase in the use of face masks to prevent viral transmission. However, as mask‐wearing was a new behavior in many countries, there was a limited understanding of how mask‐wearers are perceived and how such perceptions impact one's own mask‐wearing behavior. Mask‐wearers may be seen as contagious or prosocial, and these perceptions may vary based on the race of the mask‐wearer and the country of the observer, particularly given the rise in pandemic‐related anti‐Asian rhetoric in the U.S. In three experiments (N = 579), we investigated these questions, conducting two studies in the United States (May and July 2020), where mask‐wearing was new and anti‐Asian rhetoric has been prevalent, and one study in South Korea (November 2020), where mask‐wearing was relatively common. Results indicate that masked individuals are perceived as less contagious and more prosocial, regardless of target race or participant nation. These perceptions were more pronounced among American political liberals, Americans who are more sensitive to infection transmission (Study 2), and Koreans who self‐perceived a greater vulnerability to infection (Study 3). Especially in the U.S., perceiving the masked target as more prosocial predicted more self‐reported mask‐wearing, while perceiving the masked target as more contagious and less prosocial predicted less mask‐wearing (Study 2). These findings provide insights into social perceptions of masks and race during the pandemic.