Customer Preferences For Face Masks Reveal Trade-Offs Between Covid-19 Safety and Emotional Communication
Face masks have proven vital for reducing the spread of COVID-19, but little is known about how masks impact consumer interactions. Over two pre-registered studies, participants preferred that employees wear masks when showing neutral versus happy expressions—via increased satisfaction and tipping—revealing trade-offs between safety and emotional communication.
W. Craig Williams, Chelsea Sposit, and Vinod Venkatraman (2021) ,"Customer Preferences For Face Masks Reveal Trade-Offs Between Covid-19 Safety and Emotional Communication", 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: 934-934.
W. Craig Williams, Fox School of Business, Temple University
Chelsea Sposit, Fox School of Business, Temple University
Vinod Venkatraman, Fox School of Business, Temple University
NA - Advances in Consumer Research Volume 49 | 2021
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