Abstract
Although masks (face coverings) are a prime tool in fighting airborne pathogens, during the COVID-19 pandemic in the United States the use of masks encountered resistance based on existing patterns of cultural division. We argue that mask wearing must be understood basis on existing cultural frames assessed at both the individual level and the state level. We relied on prominent frameworks in cultural psychology: individualism-collectivism as well as independent and interdependent self-construals, the tightness-looseness framework, U.S. honor cultures, and political orientation as predictors. Using multilevel modeling, in a sample of 633 respondents from 45 U.S. states we investigated mask-wearing behavior, masks' perceived utility, implications for well-being, and the social meaning attributed to masks. Conservatism was linked to lower mask wearing, and consistently unfavorable perceptions of mask wearing. Collective interdependence predicted favorable perceptions of masks, as did state-level differences in collectivism; both constructs were linked with viewing mask wearing to be normative. Independent self-construal predicted a greater intent to wear masks, even though masks were also evaluated less favorably. Mediation analyses revealed that a single mediator, the perceived utility of mask wearing, was implicated in translating the effects of different cultural predictors into behavior. Additional findings highlighted that in tightener (vs. looser) states masks wearing was conceived of as a civic duty, whereas in U.S. honor states mask were seen as spoiling one's public image. Our discussion focuses on the cultural and political context of mask wearing, argues that different communities in the U.S. respond to its symbolic and social meaning, and suggest strategies to increase mask wearing among those who are otherwise reluctant to do so.