Happy Black Friday! These are the 'potentially unlawful' tactics retailers use to trick customers into spending more money. (via CNBCMakeIt)
As the holiday shopping season kicks into high gear, consumers should be mindful of the tricks retailers use to get them to spend more money.
That's not necessarily breaking news — the report, called "Dark Patterns at Scale: Findings from a Crawl of 11K Shopping Websites," notes that market manipulation techniques have long been used by retailers to entice customers to spend more money. And, as the researchers found, online retailers can also add items to a customer's cart without their knowledge or consent. If the customer doesn't notice before they check out, they've just spent money they didn't intend to. The report gave an example of a flower delivery site adding a card to a user's cart in addition to a bouquet or floral arrangement.Dark patterns work by exploiting shoppers' cognitive biases, according to the report.
Another commonly used tactic online is indicating to customers that there are limited quantities of a product or service, or that something is in very high demand . That plays into humans' scarcity bias, or one's tendency to place a higher value on things that are limited or perceived to be.
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