Dark Patterns to Nudge Them All? A Theory-Informed Experimental Examination of Individuals’ Susceptibility to DPs in e-Commerce

Abstract

While Dark Patterns—interface design strategies that influence users’ choices to increase companies’ profit or data collection—are widely discussed in both legislation and academia, little is known about the characteristics that make people more or less vulnerable to these designs. Personality traits shape many life outcomes and choices, including potentially harmful buying behaviors (e.g., impulsive purchases). Because Dark Patterns are known to affect users’ decision-making, it is important to understand the role of personality traits in susceptibility to Dark Patterns, however, current research on the intersection between Dark Patterns and personality traits is limited. To address this gap, we developed a theoretical framework linking personality traits to Dak Patterns susceptibility and tested it in a preregistered experiment (N = 964). Results showed that participants high in Emotionality and Disintegration and low in Honesty–Humility were more susceptible to certain Dark Patterns, which aimed to increase purchase intentions. These results suggest that individual differences in personality can be used to reveal and potentially exploit vulnerability to Dark Patterns. We discussed how companies might exploit such tendencies through personality-based profiling and highlight potential legislative gaps concerning the use of inferred psychological data.