Mask Colors and Trustworthiness
As a mask covers most of a person’s face, people may judge a person based on the mask. In this case, does the color of mask influence our perception? Based on the trust transfer and evaluative conditioning theory, the results suggest the color of masks influences a person’s perceived trustworthiness
Citation:
Shubin Yu and Changxu Li (2021) ,"Mask Colors and Trustworthiness", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 340-341.
Authors
Shubin Yu, Peking University HSBC Business School
Changxu Li, Peking University HSBC Business School
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Kimberley Mosher Preiksaitis, Siena College
Featured
The Power of the Past: Consumer Nostalgia as a Coping Resource
Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands
Featured
When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions
SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France