The effect of disclosure on prosocial deepfakes effectiveness and evaluation

In this study, we investigate the usage of a pro-environmental message vs. a non-environmental message promoted in a synthetic video of a Dutch TV-chef. A between subjects experimental field study will be conducted to examine how the timing of synthetic-media disclosure (before, during, or after exposure) influences viewers’ credibility judgments, ethical evaluations, and attitudes toward the video. Central in the research are two questions: (1) How does the timing of a synthetic-media disclosure (before, during, after a video) influence viewers’ credibility judgments, ethical evaluations, and attitudes toward the video? And (2) Is the effect of value congruency on ethical evaluation of a prosocial deepfake moderated by the timing of disclosure?