

These results extended to other COVID related objects relative to controls. The findings show that regular use of protective masks was linked to their positive appraisal, with a higher frequency and a longer history of wearing a mask predicting increased mask attractiveness. To confirm reliability of findings, the experiment was repeated in a subset of participants 8-10 weeks later. We asked participants in a diverse sample (N=498 from 5 countries and over 30 US states) to rate how attractive and emotionally arousing masks and other objects associated with COVID-19 were in comparison to neutral objects, as well as reporting on their mask-wearing habits. Here we asked whether positive attitudes towards facial masks were higher in those who had been wearing them longer. Social and cognitive psychologists know that use and liking go both ways: people use what they like, and they like what they use. Considerable effort has been invested in convincing people to put on a mask, if not for their own sake than for those more vulnerable. Yet a substantial number of people have been resistant to wearing them. Protective facial masks reduce the spread of COVID-19 infection and save lives. This may in turn contribute to a more effective and ethical process of transformation.

Findings suggest a psychosocial approach to climate engagement-one that engages both subjectively and intersubjectively on the complexities unique to climate change-is helpful in acknowledging an ontological pluralism of ‘climate changes ’ amongst individuals, while also supporting a nexus-agreement collectively. I discuss how participants from a coffee cooperative in Guatemala reflected first on their own climate meanings and then engaged in a meaning-making process with other actors in the coffee value chain. I then use this framework to inform the use of photo voice as a transformative (action-research) method, examining its ability to overcome some of the meaning-making challenges specific to climate change. I first present a conceptual framework that describes five psychological reasons why climate change challenges individual and collective meaning-making, and also provides a way to understand how meaning is organized within that. In this paper, I explore an approach through which we might find shared meaning at the interface of individual and collective views about climate change.

However, questions remain about how these approaches can better account for nuances in the psychological complexity of climate change, without getting stuck in the cul-de-sacs of epistemological relativism and post-truth politics. Critics argue that this leaves out certain perspectives, including the plurality of meanings uncovered through participatory approaches.

Climate policy seeks to forge a singular sense of climate change, dominated by an ‘information deficit model’ that focuses on transferring climate science to the lay public. Yet, perspectives and social opinions about it remain fractured, and collaborative action is faltering. The scientific evidence of climate change has never been clearer and more convergent, and calls for transformations to sustainability have never been greater. These results demonstrate that perceived attractiveness is affected by characteristics of the viewer (attitudes toward protective masks), their relationship to the target (same or different race), and by circumstances external to both (pandemic). A control experiment, replicating the procedure but replacing the protective masks with a partially occluding notebook, showed that these effects were mask-specific. Moreover, pro-mask participants rated masked individuals as generally more attractive than unmasked individuals, whereas anti-maskers rated masked individuals as less attractive. The results showed that masked individuals of the same race were generally rated as more attractive than unmasked individuals, but that masked individuals of another race were rated as less attractive than unmasked individuals. Attitudes regarding protective masks were measured after the rating task using a survey to identify participants as either pro- or anti-mask. The photos varied in baseline attractiveness (low, medium, and high), race (White and Asian), and whether or not the face was wearing a protective mask. Participants who identified as White, and who varied in their ideological stance toward mask wearing, rated the attractiveness of facial photographs. This study tests the influence of wearing a protective face mask on the perceived attractiveness of the wearer.
