Consumer manipulation - a definition, classification and future research agenda

Purpose Recently, manipulative techniques, such as dark patterns, are widely applied. However, there is a need for clarification regarding these techniques and related phenomena. In particular, there is still no clarity about the terminology and conceptual basis of consumer manipulation. This paper aims to address this shortcoming by introducing a definition and classification of consumer manipulation. Design/methodology/approach This paper takes a conceptual approach, drawing on existing literature and established theories to comprehend the phenomenon of consumer manipulation. Findings The paper proposes that consumer manipulation comprises three dimensions: limited transparency, perceived restriction of autonomy and the feeling of being tricked.