Psychological Manipulation in UX Design : a study on the profiles of companies employing dark patterns in their operations

Abstract

This thesis examines the phenomenon of dark patterns and how and what types of companies employ them to deceive users by exploiting cognitive biases and influencing their behavior. Dark patterns are skillfully crafted user experiences that take advantage of users by subverting their original intentions or needlessly complicate tasks to drive engagement, increase sales, or maximize user retention. By using a combination of case studies and academic research, this study aims to discover what kind of companies utilize dark patterns and whether similar attributes can be found between them. Content analysis of pre-selected websites performed by direct engagement with the websites’ user interfaces is carried out by the author, and a description of famous examples of dark patterns drawing attention from the media and the public is included to give a broader overview of the topic. Additionally, this paper discusses the measures taken by governments worldwide to address and regulate those deceptive practices. According to the collected data, neither the size of the company nor the founding date proved to be accurate predictors of the potential use of dark patterns, as some of the most prominent market players are just as likely to employ them in their products or services. It can be argued that the company's chosen brand identity and marketing strategy plays a significant role in how it engages with customers through its platforms and whether the decision to utilize deceptive patterns is made.