Unintended consumption: The effects of four e-commerce dark patterns

Dark patterns, the manipulation and deliberate presentation of information to influence consumer decision-making, can lead to unintended purchases and overconsumption. Past studies have established the prevalence of dark patterns in e-commerce. Yet, few studies have investigated the differential effects of dark patterns on the consumption choices of different groups of consumers. Similarly, few studies have examined the effectiveness of interventions countering dark patterns which may reduce unintended consumption. This study seeks to 1) investigate the effects of low-stock message, activity message, countdown timer, and limited-time message dark patterns and its influence on product selection decisions, 2) determine if demographic variables would predict susceptibility to dark patterns, and 3) explore the effectiveness of video- and activity-based dark patterns awareness intervention.