I act very differently in different situations and around different people. It just depends on the environment- there are certain societal norms and expectations in certain places, and there are fewer pressures among friends and close relatives. For example, some students are heavy drinkers and act silly with their friends, but around teachers, they say they do not touch alcohol and act very maturely. With a teacher you may restrict yourself more because he/she is authority and demands more respect that your same-age peers. One may use swear words in front of friends, but not in front of parents, because Mom and Dad were the ones who taught the elementary schooler not to use bad words. People wear masks because there are times to be formal/informal, silly/serious, etc. People conform to social and cultural norms to protect sides that they only want some people to see (the drinking, swearing side..)
good luck on your research