Can we use positive reinforcement to increase mask use?

Today at the supermarket my Fiancé and I were loading our car with groceries when a woman, I'm assuming in her 60's, approached us and said, "Thank you both so much for wearing a mask. It's really nice to see." Well, she doesn't know it, but she has inspired this next post about mask use in this current pandemic.

The question I pose today is: can we use reinforcement strategies to increase mask use in public places? I'll give one example I know of. In March 2020 when COVID-19 was the talk of the town, stores quickly had to adjust and take safety measures to ensure the safety of their employees and shoppers.

One small town grocery store decided to use positive reinforcement to hopefully increase their shoppers wearing mask without requiring them. This store advertised that they would give 10% off to any customer who was wearing a mask while shopping. By adding something positive (10% off) they hoped to reinforce (increase) mask use. However, as a company they also benefited from this strategy of reinforcement! As this advertisement gained momentum, more shoppers who had never before visited this store, found themselves slapping on a mask and heading out for groceries.

Lately, more and more individuals in the community have dismissed their masks as the summer heat has arrived. In the month of April, I don't think there was a time we went to the grocery store when we didn't see 90% of the people wearing a mask. Fast forward to June 21st and I would assume less than 20% of shoppers were rocking a mask. But still, it has undoubtably been shown that mask use helps keep those around you safe.

This led me to look at this problem as a behavior analyst would. How can we use evidence based strategies to change behavior and increase mask use? Here are a few ideas I have (I'm sure there are many more and I would love to hear them). Also, I want to say, this post is focusing on adult mask use. Since I am a preschool special education teacher and schools are now requiring mask use in the fall, you may see a post soon about how to increase your child's mask use.

Positive reinforcement strategies:

1. 10% off for customers wearing masks

2. Positive praise for anyone wearing a mask, such as the thank you we received

3. Handing out buy one get one 50% off coupons for any restaurant goers who arrive in a mask

4. Fast food restaurants providing a free treat (ice cream cone, cookie, popsicle) for anyone who orders while wearing a mask

5. Express line to enter an amusement park for anyone wearing a mask

These are just a few examples of adding something positive into the environment to increase mask use. I would love to hear more ideas and take data on a business that chooses to use positive reinforcement strategies. I came with the question, does positive reinforcement increase mask use? I have not yet, but I would love to find the answer.