Consumer manipulation – a definition, classification and future research agenda

Abstract

Purpose: Recently, manipulative techniques, such as dark patterns, are widely applied. However, there is a need for clarification regarding these techniques and related phenomena. In particular, there is still no clarity about the terminology and conceptual basis of consumer manipulation. This paper aims to address this shortcoming by introducing a definition and classification of consumer manipulation. Design/methodology/approach: This paper takes a conceptual approach, drawing on existing literature and established theories to comprehend the phenomenon of consumer manipulation. Findings: The paper proposes that consumer manipulation comprises three dimensions: limited transparency, perceived restriction of autonomy and the feeling of being tricked. This paper presents a classification of different types of consumer manipulation and demonstrates how these types can lead to varying outcomes based on the source of manipulation, changeability, reasons for perception and perception timing. Based on this classification, research propositions informed by established theories and concepts are presented. Originality/value: To the best of the author’s knowledge, this work represents a first attempt to address the concept of consumer manipulation through a clear definition and classification. It is relevant for academics, policymakers and practitioners since it facilitates informed discussions and analyses of this concept. It benefits companies by raising awareness of potentially overlooked consequences of manipulative tactics, while also benefiting consumers by reducing their exposure to manipulation.