Not all Edits are Equal: How Body and Facial Manipulation Disclosure Shape Consumer Responses
(A2026-133786)

AUTHORS

Rania Semaan, American University of Sharjah; Stephen J. Gould, Baruch College, The City University of New York; BRUNO KOCHER, University of Neuchâtel

ABSTRACT

Prior research on digital manipulation in advertisements has produced mixed results with some studies showing that disclosing retouched ads leads to more favorable evaluations, while others report that retouch-free disclosure generate better responses. We propose that these inconsistencies may stem from a key yet overlooked distinction: whether the advertisement features a full body image or a facial image. Across two studies, we find that body image ads generate more favorable product and self-evaluations for disclosed retouched ads, whereas facial image ads generate more favorable evaluations for disclosed un-retouched ads. More importantly, we also demonstrate that disclosure operates through a dual-process mechanism. Communication honesty and credibility explain the effect of disclosure on product evaluations, whereas perceived attainability explains the effects of disclosure on self-evaluations. These findings clarify prior inconsistencies in the literature and provide a more nuanced understanding of digital manipulation disclosure outcomes.