The purpose of this paper is to provide a theoretical explanation and empirical foundation for understanding the mechanisms through which dark patterns influence customer behavior and specific consequences of their use. To achieve this, the authors introduce information manipulation theory to the domain of marketing research on dark patterns. This study incorporates a 2 × 2 between-subjects design to collect data (n = 372). Structural equation modeling is used to assess relationships between the constructs of interest. Dark patterns (scarcity and sneaking) influence the perceived violation of communication maxims, which in turn positively relates to perceived customer manipulation. Further, perceived customer manipulation is negatively associated with purchase intention and attitude toward the website. Nonetheless, dark patterns differ in their effects.
‹ All reading
Dark patterns in online retailing: an analysis based on information manipulation theory
The purpose of this paper is to provide a theoretical explanation and empirical foundation for understanding the mechanisms through which dark patterns influence customer behavior and specific consequences of their use. To achieve this, the authors introduce information manipulation theory to the domain of marketing research on dark patterns.