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Uncovering Dark Patterns in Persuasive Technology

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The dark patterns are interactive design patterns that influence technology users through deception or trickery, and which represent unethical applications of persuasive technology. However, our ability to identify dark patterns is limited, creating a situation where it is difficult to manage abuses of persuasive psychology, because it is difficult to even identify them. Although there are numerous practitioner taxonomies of dark patterns, there is no scientifically-based taxonomy available.

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Uncovering Dark Patterns in Persuasive Technology

  1. 1. CHANGE ATTITUDE BEHAVIOR EMPOWER REMIND POKE NUDGE PERSUADE ALTER MODIFY MANIPULATE COERCE DECEIVE INFLUENCE
  2. 2. persuasive backfiring transforms.me
  3. 3. POSITIVE OUTCOME NEGATIVE OUTCOME INTENDED UNINTENDED MAJOR SEVERITY MINOR SEVERITY HIGH LIKELIHOOD LOW LIKELIHOOD PERSUASIVE BACKFIRING DARK PATTERNS TARGET BEHAVIOR SURPRISE BEHAVIOR
  4. 4. MINOR SEVERITY MAJOR SEVERITY LOW LIKELIHOOD HIGH LIKELIHOOD Poor Judgment Mistailoring Mistargeting Misdiagnosing Misanticipating Social Psychology Anti-Modeling Reverse Norming Personality Responses Defiance Arousing Self-Licensing Fineprint Fallacy Overemphasizing Inexperience Superficializing Credibility Damage Self-Discrediting Message Hijacking
  5. 5. MINOR SEVERITY MAJOR SEVERITY LOW LIKELIHOOD HIGH LIKELIHOOD Poor Judgment Mistailoring Mistargeting Misdiagnosing Misanticipating Social Psychology Anti-Modeling Reverse Norming Personality Responses Defiance Arousing Self-Licensing Fineprint Fallacy Overemphasizing Inexperience Superficializing Credibility Damage Self-Discrediting Message Hijacking
  6. 6. MINOR SEVERITY MAJOR SEVERITY LOW LIKELIHOOD HIGH LIKELIHOOD Poor Judgment Mistailoring Mistargeting Misdiagnosing Misanticipating Social Psychology Anti-Modeling Reverse Norming Personality Responses Defiance Arousing Self-Licensing Fineprint Fallacy Overemphasizing Inexperience Superficializing Credibility Damage Self-Discrediting Message Hijacking
  7. 7. MINOR SEVERITY MAJOR SEVERITY LOW LIKELIHOOD HIGH LIKELIHOOD Poor Judgment Mistailoring Mistargeting Misdiagnosing Misanticipating Social Psychology Anti-Modeling Reverse Norming Personality Responses Defiance Arousing Self-Licensing Fineprint Fallacy Overemphasizing Inexperience Superficializing Credibility Damage Self-Discrediting Message Hijacking
  8. 8. MINOR SEVERITY MAJOR SEVERITY LOW LIKELIHOOD HIGH LIKELIHOOD Poor Judgment Mistailoring Mistargeting Misdiagnosing Misanticipating Social Psychology Anti-Modeling Reverse Norming Personality Responses Defiance Arousing Self-Licensing Fineprint Fallacy Overemphasizing Inexperience Superficializing Credibility Damage Self-Discrediting Message Hijacking
  9. 9. MINOR SEVERITY MAJOR SEVERITY LOW LIKELIHOOD HIGH LIKELIHOOD Poor Judgment Mistailoring Mistargeting Misdiagnosing Misanticipating Social Psychology Anti-Modeling Reverse Norming Personality Responses Defiance Arousing Self-Licensing Fineprint Fallacy Overemphasizing Inexperience Superficializing Credibility Damage Self-Discrediting Message Hijacking
  10. 10. MINOR SEVERITY MAJOR SEVERITY LOW LIKELIHOOD HIGH LIKELIHOOD Poor Judgment Mistailoring Mistargeting Misdiagnosing Misanticipating Social Psychology Anti-Modeling Reverse Norming Personality Responses Defiance Arousing Self-Licensing Fineprint Fallacy Overemphasizing Inexperience Superficializing Credibility Damage Self-Discrediting Message Hijacking
  11. 11. MINOR SEVERITY MAJOR SEVERITY LOW LIKELIHOOD HIGH LIKELIHOOD Poor Judgment Mistailoring Mistargeting Misdiagnosing Misanticipating Social Psychology Anti-Modeling Reverse Norming Personality Responses Defiance Arousing Self-Licensing Fineprint Fallacy Overemphasizing Inexperience Superficializing Credibility Damage Self-Discrediting Message Hijacking
  12. 12. MINOR SEVERITY MAJOR SEVERITY LOW LIKELIHOOD HIGH LIKELIHOOD Poor Judgment Mistailoring Mistargeting Misdiagnosing Misanticipating Social Psychology Anti-Modeling Reverse Norming Personality Responses Defiance Arousing Self-Licensing Fineprint Fallacy Overemphasizing Inexperience Superficializing Credibility Damage Self-Discrediting Message Hijacking
  13. 13. dark patterns transforms.me
  14. 14. POSITIVE OUTCOME NEGATIVE OUTCOME INTENDED UNINTENDED DARK GREY INVISIBLE VISIBLE DARK PATTERNS PERSUASIVE BACKFIRING TARGET BEHAVIOR SURPRISE BEHAVIOR
  15. 15. GREYDARK VISIBLE INVISIBLE EXTRA ITEM EMAIL SUBSCRIPTION TRAVEL INSURANCE NEVERENDING TRIAL
  16. 16. gamification darkness transforms.me
  17. 17. Designer with motivations Persuasive technology Persuaded person Creates Technology employs persuasive methods Intended, reasonably predictable, and un- predictable outcomes of the persuasion Gamification designer Gamified experience Gamified user Creates Technology employs gamification Wellbeing of the user: Intended - evaluated by the dark/grey/ invisible/visable matrix
  18. 18. GREYDARK VISIBLE INVISIBLE FREQUENT FLYER TWO DOTSFARMVILLE FIFA 18: LOOT
  19. 19. experience transforms.me
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  21. 21. PROF AGNIS STIBE ESLSCA BUSINESS SCHOOL PARIS MIT MEDIA LAB TEDX : TRANSCENDING INSTINCTS TEDX : PERSUASIVE CITIES FORTUNE 100 : ORACLE & HP AWARDS : NOKIA & SCHÖLLER
  22. 22. transforms.me

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