Some companies offering online services employ tactics that make it hard for customers to quit their accounts. These tactics are commonly referred to as “dark patterns” and may include hiding the cancelation procedure, asking customers to go through an excessive number of steps to complete the cancelation, or simply not letting customers quit their accounts straight away. Arguably, dark patterns are the result of misaligned incentives between companies and customers as companies can still benefit from their customers’ data even if they no longer use the companies’ services. Against this background, the authors conduct an observational survey of the state of current market practice and call for future research that enhances our understanding of dark patterns, their organizational antecedents, customers’ psychological responses to these tactics, and the wider consequences of dark patterns for firms and markets.
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“Dark patterns” in online services: a motivating study and agenda for future research
This study examines how companies use “dark patterns” to make it difficult for customers to quit online services, such as by hiding cancelation procedures or requiring excessive steps. The authors call for further research into the organizational causes, customer reactions, and broader market impacts of these deceptive practices.