During the COVID-19 pandemic, much focus has been placed on the healthcare benefits of wearing face masks, yet some people resist wearing them. Though mask mandates may enhance face mask adoption in the short run, the effectiveness of such mandates, in the long run, remains questionable. Thus, understanding of psychological and sociological mechanisms behind wearing face masks becomes pertinent. This study by examining these underlying mechanisms, tends to answer two research questions: (1) How does regulatory focus impact one's behavior to wear face masks? (2) How does the impact of regulatory focus on this behavior vary under different cultural orientations? Drawing on the theory of regulatory fit, we found that people with a prevention focus will have fewer concerns about wearing face masks than people with a promotion focus. In addition, we also found that prevention-focused people who exhibited a cultural orientation with higher levels of collectivism, masculinity, power distance, and uncertainty avoidance had fewer concerns about face mask wearing perception and were more likely to wear face masks than did promotion-focused people with the same cultural orientation. The implications of these findings on the relevant literature and practice are also discussed.

中文翻译：

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穿还是不穿？监管重点和个人文化取向对口罩佩戴的影响

在 COVID-19 大流行期间，人们非常关注戴口罩的医疗保健益处，但有些人拒绝戴。尽管口罩强制令可能会在短期内提高口罩的采用率，但从长远来看，此类强制令的有效性仍然值得怀疑。因此，了解戴口罩背后的心理和社会学机制变得有意义。这项研究通过检查这些潜在机制，倾向于回答两个研究问题：（1）监管焦点如何影响一个人戴口罩的行为？（2）在不同的文化取向下，监管重点对这种行为的影响有何不同？根据监管契合理论，我们发现，与注重宣传的人相比，注重预防的人对戴口罩的担忧更少。此外，我们还发现，以预防为重点的人群表现出更高水平的集体主义、男子气概、权力距离和不确定性避免的文化取向，对佩戴口罩感知的担忧较少，并且比促销人群更有可能戴口罩——聚焦具有相同文化取向的人。还讨论了这些发现对相关文献和实践的影响。