More Than Meets the Eyes: Bringing Attention to the Eyes Increases First Impressions of Warmth and Competence

Abstract

The present research examined how face masks alter first impressions of warmth and competence for different racial groups. Participants were randomly assigned to view photographs of White, Black, and Asian targets with or without masks. Across four separate studies (total N = 1,012), masked targets were rated significantly higher in warmth and competence compared with unmasked targets, regardless of their race. However, Asian targets benefited the least from being seen masked compared with Black or White targets. Studies 3 and 4 demonstrate how the positive effect of masks is likely due to these clothing garments re-directing attention toward the eyes of the wearer. Participants viewing faces cropped to the eyes (Study 3), or instructed to gaze into the eyes of faces (Study 4), rated these targets similarly to masked targets, and higher than unmasked targets. Neither political affiliation, belief in mask effectiveness, nor explicit racial prejudice moderated any hypothesized effects.