Dark Patterns in E-Commerce
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Dark patterns are intentionally deceptive user interfaces used by websites and apps to trick users into making unintended choices that benefit the company. They take advantage of users' tendencies to skim read and make assumptions. Common dark patterns include hiding extra costs until checkout, using confusing wording to pre-check opt-in boxes, and disguising mandatory actions or options to install apps without a clear cancellation option. The goal of dark patterns is to manipulate users for the company's financial gain through hidden fees, subscriptions, or data collection.
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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Coca Cola Branding Strategy and strategic marketing plan
A group presentation of BBA students, University of Okara, Punjab, Pakistan.
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Dark Patterns in E-Commerce
- 2. Intentionally deceptive portions of a user interface which trick consumers into making decisions that will benefit the e-commerce. Dark Pattern practices are unethical and take advantage of those who aren’t digitally savy. What are Dark Patterns?
- 3. “When you use the web, you don’t read every word on every page - you skim read and make assumptions. If a company wants to trick you into doing something, they can take advantage of this by making a page look like it is saying one thing when it is in fact saying another. You can defend yourself by learning about Dark Patterns on this site.” www.darkpatterns.org How does it work?
- 5. 1. HIDDEN COSTS BEFORE CHECK OUT PROCESS… Image Credit: Proflowers.com
- 6. The order summary on the next page magically jumps to $48.96 and the website has the audacity to suggest a total savings of $17 Image Credit: Proflowers.com AFTER...
- 7. 2. THE CHECKBOX Double negatives are used to confuse the customer into either checking the box or unchecking it Image Credit: e-consultancy.com
- 8. Image Credit: e-consultancy.com Another example:
- 9. Tricking a user into installing the app, without providing a ‘close window’ button 3. THE DISGUISE Image Credit: darkpatterns.org
- 10. Thank you!