COVID-19 masks and limited number of shoppers as determinants of shop assistants’ (dis)honesty

by Maciej Koscielniak, Dorota Marciniak, Dariusz Doliński

Previous laboratory and field studies have demonstrated that the dishonesty of commercial transaction participants may depend on subtle cues. In this field study conducted on a sample of 216 shop assistants in Poland, we planned to demonstrate that coronavirus disease-related factors could result in an increased propensity for dishonesty among shop assistants. This investigation is unique in its application of social psychological theories to illuminate hitherto unexplored side effects of combating the coronavirus disease 2019 pandemic. Our supposition was that the potential detriment encountered by individuals wearing solid surgical masks would involve being viewed as more abstract and remote, thereby heightening the likelihood of being deceived by a vendor. Moreover, we examined the potential relationship between the limited number of customers in retail establishments (related to pandemic restrictions) and the unscrupulous practices of sellers—specifically the act of retaining change. The effect of wearing masks was statistically non-significant, whereas the impact of other customers’ absence was significant. Moreover, unexpected results related to transaction parties’ genders were obtained, showing that shop assistants tended to be more honest when dealing with customers of the same gender. The results are discussed in the context of empathy toward masked customers, self-awareness theory, social norms of honesty, and identification with gender groups.