Dark Pattern Marketing Practices and their Impact on Consumer Trust and Decision-Making
DOI:
https://doi.org/10.31033/IJEMR/16.1.2026.1857Keywords:
Dark Pattern Marketing, Consumer Trust, Consumer Decision-Making, Digital Marketing Ethics, Online Consumer BehaviourAbstract
Dark pattern marketing practices refer to deceptive digital design techniques that influence consumers to make decisions they might not otherwise choose. With the increasing use of online platforms, such practices have become common in digital marketing environments. This study examines how dark pattern marketing practices affect consumer trust and decision-making. Existing research shows that techniques such as hidden costs, misleading scarcity, and forced continuity reduce consumer autonomy and create confusion during online transactions.
The literature further indicates that while dark patterns may increase short-term conversions, they negatively impact consumer trust and long-term brand relationships. Studies also highlight that many consumers remain unaware of these practices, making them more vulnerable to manipulation. Overall, the findings suggest that dark pattern marketing practices pose ethical challenges and emphasise the need for transparent marketing strategies and stronger regulatory oversight to protect consumer trust in digital marketplaces.
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Copyright (c) 2026 Trapti Jaiswal (Rai)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Research Articles in 'International Journal of Engineering and Management Research' are Open Access articles published under the Creative Commons CC BY License Creative Commons Attribution 4.0 International License http://creativecommons.org/licenses/by/4.0/. This license allows you to share – copy and redistribute the material in any medium or format. Adapt – remix, transform, and build upon the material for any purpose, even commercially.
