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

Abstract

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. 195 adult volunteers aged 19 to 53 participated in this experiment. Results indicated that participants were significantly more likely to select products with dark patterns. The use of limited-time message dark pattern was significantly more effective than other dark patterns in inducing consumption. Older individuals tend to be more susceptible to dark patterns. No clear evidence for the effectiveness of video- and activity-based dark patterns awareness intervention was found. Several study limitations were noted. We note how companies can support cleaner and responsible consumption by refraining from using dark patterns. On individuals, the implications of dark patterns on unintended consumption, in a world with aging populations and post-pandemic accelerated e-commerce were discussed.