Examining the influence of photographs on the credibility of information included in sustainability reports

Given that photographs are widely used in sustainability reports, my project aims to examine the influence of photographs on the perceptions of sustainability report readers. This is important because management may use photographs to disclose information in a self-serving way. An experimental approach will be adopted under the utilisation of eye-tracking equipment. Data will be collected at the University of Hamburg which operated a leading laboratory for behavioural business research. An expected outcome is hard, scientific-based evidence which may help to increase the credibility of voluntary sustainability reports.