Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Frequent Exposure to Images Increases Their Perceived Authenticity

Published: May 24, 2023


Farhana Tabassum, BI Norwegian Business School; Klemens Knoeferle, BI Norwegian Business School; Luk Warlop, BI Norwegian Business School


Various industries that are dependent on photographic images for communication with their stakeholders, such as, politics, hospitality, services, fashion, etc. are resorting to a frenzied level of editing of images, making photo-faking a common practice and phenomenon all over the world. These images that we view repeatedly are usually convincingly edited. We hypothesize that repeatedly viewing photographic images reduces consumers’ suspicion that images might be edited and increases their perceived authenticity. Findings from 5 experiments suggest that participants judged old or familiar images as more truthful and less fake than new or unfamiliar images. We validated the effect using various images that consumers are likely to encounter, e.g., human faces, or service interior and different response scale labels, i.e., judging truth vs. fakeness. Importantly, the effect occurred in the presence of a prior warning instruction. Implications of frequent exposure to images are discussed.