Investigating consumer challenges against dark patterns using grey influence analysis (GINA)

Purpose Due to the extreme competition in the e-commerce landscape, online companies resort to driving extra profits by manipulating user decisions via manipulative user interfaces and tricks, known as dark patterns. Although many online users are aware of such manipulative tactics, they struggle to combat dark patterns due to certain challenges. Therefore, this study identifies and ranks the most and least significant user challenges in resisting dark patterns in e-commerce. Design/methodology/approach Initially, the authors identified 11 user challenges against dark patterns in the existing literature. After collecting expert opinions about the challenges from 17 industry professionals, the authors used grey influence analysis (GINA) to identify the most significant challenges. Findings The study reveals that lack of user awareness, partial control over cognitive biases and user preference for short-term benefits are the most influential challenges. Conversely, the normalization of aggressive marketing, lack of collective user action and legal challenges were found to have minimal influence. Research limitations/implications The study’s findings apply to the generic e-commerce industry and may differ in specialized sectors. Practical implications The study’s findings could encourage specialized consumer education regarding dark patterns to assist users in minimizing cognitive biases. Based on the insights, e-commerce companies might differentiate themselves by embracing ethical design methods and supporting consumer trust and transparency above manipulative techniques. Originality/value The study pioneered the use of GINA to model user challenges in combating dark patterns, providing fresh insights into how these challenges interact and influence user behavior. It is one of the first to show the cascading effects of user challenges in a manipulative e-commerce environment.