A pair of researchers from California's Stanford and England's Middlesex University have dug deeper into the anti-mask contingent of US society.
According to HuffPost, a poll of 2,459 US participants found that men were more likely to opt out of wearing masks.
Respondents said they believed wearing masks to be 'shameful,' 'a sign of weakness,' and 'not cool.'
Men were also less likely than women to believe they would be seriously affected by the coronavirus.
This, despite a preponderance of data showing that men are at higher risk than women of dying from a coronavirus infection.
The study also found that appealing to men’s sense of family responsibility didn't increase their intention to wear a mask in public.
However, appealing to their sense of community did.