A Psychological Model of Wearing Masks as Personal Adornment in Female: Underlying Factors of Tendency to Love Dressing up under Mask Mandate

Abstract

This study aimed to examine the psychological processes that occur in the background of the tendency to prefer stylish masks under mask mandates by establishing a model that focuses on the expectation of psychological efficacy. A web-based survey of 447 adult women was conducted in February 2023. The analysis results showed that the cognition of psychological efficacy is associated with a preference for stylish masks. In addition, the desire for social approval related to the expectation of psychological efficacy. This process is similar to that of other types of personal adornment.