Dark patterns have become prevalent in the digital environment. However, there is little research on how users perceive these dark patterns. To bridge this gap, we conducted an online survey among Canadians (n = 83) and Americans (n = 83) to gauge the extent to which they perceived commonly deployed dark patterns as “dark” (intrusive and frequent) using Mathur et al.’s 7-category typology of dark patterns as an analytical framework. Our analysis showed that, regardless of country, Forced Action, Obstruction and Sneaking were perceived as the most intrusive and dark patterns, while Scarcity, Social Proof and Misdirection were perceived as the least. Overall, Scarcity, Urgency, Forced Action and Social Proof were the most frequently encountered, while Sneaking and Misdirection were the least. We discuss these findings and their implications for digital application/website designers and operators.

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An Empirical Study of Perceived Intrusiveness, Frequency and Darkness of Dark Patterns

  • Kiemute Oyibo

摘要

Dark patterns have become prevalent in the digital environment. However, there is little research on how users perceive these dark patterns. To bridge this gap, we conducted an online survey among Canadians (n = 83) and Americans (n = 83) to gauge the extent to which they perceived commonly deployed dark patterns as “dark” (intrusive and frequent) using Mathur et al.’s 7-category typology of dark patterns as an analytical framework. Our analysis showed that, regardless of country, Forced Action, Obstruction and Sneaking were perceived as the most intrusive and dark patterns, while Scarcity, Social Proof and Misdirection were perceived as the least. Overall, Scarcity, Urgency, Forced Action and Social Proof were the most frequently encountered, while Sneaking and Misdirection were the least. We discuss these findings and their implications for digital application/website designers and operators.