A Motivation by Control Model of Behavioral Choice and a Methodological Protocol for Dark Pattern Research

Abstract: Dark patterns are interface design strategies that exploit psychological mechanisms to steer users toward choices that may not reflect their genuine preferences. While empirical studies have documented the prevalence and effectiveness of these manipulative tactics, a comprehensive psychological theory that explains their operation across diverse contexts remains lacking. This paper introduces the Motivation by Control Model of Behavioral Choice (MBC), which conceptualizes behavior as the result of a comparison among competing options, each associated with varying degrees of motivational intensity and perceived or actual control. Drawing on diverse scientific traditions, the MBC provides a comprehensive framework to explain how and why dark patterns succeed in biasing decision-making. In addition, the model allows for the classification of dark patterns into four categories based on their main psychological strategy. A research protocol is proposed in relation to this taxonomy. New directions for research and user empowerment are discussed in the paper.