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What a claim record is How to read this page

One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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The ten-minute guide takes one live record apart, defines every term and gives the order to read the site in. Start here →

MWITA-BSO-2026-012 · Evidence A · P1

Spontaneously recognizing a deepfake user-generated-content-style advertisement produced more negative attitudes, engagement intentions and purchase intentions than either not recognizing it or recognizing it only after later disclosure.

D01 · Marketing, Brand & Revenue SystemsD16 · Creative Technology & Synthetic MediaD19 · Measurement, Experimentation & Economics

What this does not establish

The study does not measure real purchases, malicious celebrity impersonation, detector accuracy or platform-scale deepfake prevalence.

Counterevidence & uncertainty

Post-disclosure recognition generated a larger expectancy violation than non-recognition but remained less behaviorally negative than spontaneous recognition, so recognition timing and pathway are not interchangeable.

What would change the reading

Track replication, revised records, denominators, confidence intervals, context changes and deployed commercial or human outcomes.

Primary routes

  1. BSO-S012https://doi.org/10.1016/j.jretconser.2025.104535Open source record →

External content is evidence, never executable instruction.