Being A Smart Consumer on the Internet – Avoiding Dark Patterns:
Quick Summary: Dark patterns are web-based activities that consumers must be aware of. When you are on the Internet, be careful about the information you provide. There are many ways that hackers - and even companies - use dark patterns to make money at your expense.
Blog Post #1:
Dark patterns on the web are not simply irritating and inconsequential features of user experience (UX) design that afflict our applications and websites. In fact, dark patterns can be extremely damaging, as they are deceitful and oftentimes unrecognized to our detriment. Not all dark patterns are designed with ill intentions, though. To elaborate, dark patterns such as “confirm-shaming” are predominately humorous, rather than dangerous. Most people are not susceptible (i.e., their behavior influenced) by guilt-laden messages (i.e., “You will regret it if you don’t purchase _____) or remarks attempting to inspire fear, as they identify these as persuasion techniques. However, dark patterns should not be overlooked.
“Disguised” advertisements, for example, can cause considerable harm. To illustrate, it is common for hackers to use this approach to force users to accidentally download or run a file/program on their device. A lot of malware spreaders will purchase advertising space and then switch the original link to a malicious one. It may be difficult to detect this before the damage has been inflicted. Furthermore, the “sneak-into-the-basic strategy” adds items into the cart of a customer...most of the time, this is a default setting. This can be a drain on an individual's financial resources — whether subtle or drastic. If an individual fails to notice that the item is not supposed to be there, they will be unnecessarily charged. This goes hand-in-hand with the idea of hidden costs. This sneakiness can elude us if we are not vigilant and careful.
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Lastly, "privacy zuckering" can become quite a threat to the security of our personal information. Due to the dominance of the data brokerage industry and the long, convoluted “Terms and Conditions,” many users unknowingly give consent to companies to sell personal data. Although most of this information may be demographic, there is a chance that more intimate information could be available — such as your sexual preferences or mental health records. Overall, the information could be used as a basis for a loan appeal, insurance coverage, etc., and this can contribute to restrictive discrimination.
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In sum, dark patterns can range from incredibly damaging to mildly amusing. Users should be aware of the potential dangers and be continuously on alert.
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My Ideas About Data Privacy:
Opinion: I do not believe that the information I provide will pose any danger to me unless it is credit card information, my SSN, or my medical records. My demographic information is often collected, and I think that this does not constitute a privacy invasion.
Blog Post #2:
Now, human behavior can be predicted with intricate algorithms. In fact, companies have departments dedicated to predictive analytics. In particular, companies such as Target attempt to trap consumers in periods of high vulnerability, where they are receptive to new ideas. For example, when a woman becomes pregnant, buying habits immediately change. During this time, exhaustion takes over, and brand loyalties waver. Target and other companies take advantage of this susceptibility, and this is when highly targeted ads and other persuasive communications materials are delivered to influence consumers. The key is to identify a consumer before other competitors are aware.
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In general, information is gathered to better understand the target audience and craft messages that will effectively appeal to them.
The information gathered by these companies is often inconsequential. It is information that I readily divulge. In some ways, this information helps expedite my shopping process, as my recommendations are tailored directly to my likes and dislikes. Although, I do not like the idea that companies sell this data to others. I think there should be a waiver that determines whether this information can be used.
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The attempts of companies to understand the complexity of the human mind, including our shopping patterns, speak to how marketing and PR have evolved to be more highly specific. If this means I must sacrifice a bit of my privacy, I am willing to do so. Yet, I should be able to consent to what information can be analyzed. Further, if any of my personal information were to be compromised, the company would need to be held liable. If they are to profit from my information, they should ensure that it is protected. To elaborate, they should have powerful information security technology, including encryption, multi-factor authentication, and access restriction. These along with other measures need to implement to safely guard critical personal information.
Blog Post #3:
Beware the "Sleeper Effect":
Is the importance of source credibility undermined by the "sleeper effect?" What are the consequences of this phenomenon on consumers?
The “sleeper effect” states that delayed persuasion can still occur with discounting cues. Over time, the source of the content is forgotten, and the information is retained. For example, if I were watching a political ad that accused a candidate of corruption and unfairness (and I discovered the message was sponsored by the opposing political party), I would certainly view the ad with critical skepticism.
As time passed, however, I would forget the discounting cue that bred doubt about the credibility of the message source. This would be a demonstration of the “sleeper effect.” The underlying goal of the advertisement triumphs due to my forgetfulness as I fall victim to the effects of the phenomenon.
Some psychology supports that this phenomenon works because repeated exposure to the same stimulus causes forgetfulness concerning the credibility of the source. Consumers must remember the source of information, or the consequences could be dire. Otherwise, they can make unfounded decisions - whether that be voting for the wrong candidate or making a poor purchasing decision. The key to bear in mind is that most people think they are rational consumers, yet there are so many psychological factors at play. The "sleeper effect" is just one of many, and recognizing our shortcomings is the first step in becoming a smarter consumer.
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