The impact of deepfake exposure on beliefs, memory, and behaviour: investigation and intervention
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Date
2025-12-09
Authors
Ching, Didier
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Publisher
University College Cork
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Abstract
This thesis seeks to understand how deepfake exposure affects beliefs, memories, and behaviours, and how best to counteract the negative consequences of misleading deepfakes. A comprehensive multi-study approach, comprising a scoping review, a thematic analysis of real-world discourse, and five rigorous quantitative experiments (N=7,666) have established that despite prevailing alarmist narratives, deepfakes are not a uniquely potent form of misinformation compared to simple text and audio. Rigorous comparative experiments, conducted during an active U.S. election period, consistently demonstrated that deepfakes were not especially effective at influencing political beliefs, memories, or voting intentions, nor did they produce lasting longitudinal effects. Crucially, this thesis demonstrates that beyond the direct manipulative harms of deepfake exposure, the surrounding alarmist discourse may generate significant unintended consequences, specifically the erosion of epistemic trust in authentic video-based information. To address this, the thesis culminated in the design and evaluation of an evidence-based intervention to educate the public about deepfakes without undermining epistemic trust. This novel strategy successfully reduced deepfake anxiety and improved discernment of authentic video content, providing a critical roadmap for the field to transition from fear-based rhetoric to informed, balanced media literacy.
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Keywords
Deepfake , Misinformation , AI , Cognitive psychology
Citation
Ching, D. 2025. The impact of deepfake exposure on beliefs, memory, and behaviour: investigation and intervention. PhD Thesis, University College Cork.