Understanding How Consumers Behave When Encountering Manipulative Patterns : From Awareness to Recognition and Reactions

Digital technologies have shifted services online, bringing unlimited opportunities to both consumers and service providers. However, consumers also encounter threats, such as manipulative patterns – design tactics that suppress user autonomy and steer users’ actions in favor of service providers. Previous studies have described consumers’ perceptions and reactions on manipulative patterns as well as the effects of manipulation. In this study, we take a holistic view and bring these elements together by proposing a model that explains consumer behavior when they encounter manipulative patterns in the context of e-commerce. As a theoretical background we utilize the seminal Persuasion Knowledge Model. The findings are based on a thematic analysis of semi-structured interviews supported by retrospective think-aloud (N=23). Our model describes factors affecting consumers’ awareness of manipulative patterns, factors supporting the recognition of manipulative patterns, and resulting reactions. As a practical implication, the model serves as an aid in educating consumers and designing countermeasures for manipulative patterns.