Dark patterns in online retailing: an analysis based on information manipulation theory

Purpose 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. Design/methodology/approach 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. Findings 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. While scarcity only violates the quantity and relevance maxims, sneaking and the combination of both dark patterns additionally violates the quality and clarity maxims Research limitations/implications Scholars can draw on the results of this study to further examine the consequences of dark patterns in marketing. Further, while this research is limited to survey data, the authors encourage scholars to validate the findings of this study through behavioral data. Practical implications The results suggest that companies should reconsider the use of dark patterns. Although their use may offer short-term benefits, the long-term negative consequences should be taken into account. Different dark patterns can have different outcomes, highlighting the need for careful consideration when implementing them. Originality/value This research contributes to the literature on dark patterns by providing a theoretical explanation of the outcomes of their use. The authors introduce information manipulation theory to explain the consequences of different dark patterns, addressing the existing lack of theorizing in this area.