COVID-19 Masks in terms of Functional, Expressive, and Aesthetic Consumer needs

The purpose of this study was to assess consumers\u27 perspectives of COVID-19 masks under the functional, expressive, and aesthetic areas. Due to the COVID-19 pandemic, masks have become an “accessory” to everyday life, and it was essential to research masks under these unique areas and explore consumer perceptions. This study took place after background research on the topic and the FEA model. The study included a survey sent to Bumpers College students upon approval from the IRB. The data was analyzed and interpreted specifically in the FEA areas and can be useful to better understand the students at the University of Arkansas’ perspectives on masks. Overall, the study found that in terms of function, majority of the students are satisfied, however, concerns like fogging in glasses, skin irritation, difficulty in breathing, coverage provided and more need to be addressed to increase the rate of mask adherence. In terms of expressiveness, the mask does not compromise body language, value of oneself, but does affect non-verbal communication and makes majority of students feel socially responsible. Lastly, majority of students expressed dissatisfaction in the aesthetics area; to increase user acceptance, the style, fashion, and color of the mask need to be improved. Keywords: COVID-19, facial masks, function, expressive, aestheti