The influence of user knowledge and usage behaviour on decision-making and perceived reputation of streaming sites that use dark patterns

In this paper, we examined how dark patterns (confirmshaming and trick-question), user knowledge, number of services owned and usage frequency impact users' decision-making and service reputation using a subscription-based streaming website as proof-of-concept. Overall, users perceived both patterns as manipulative. However, this negative perception did not adversely impact the perceived trustworthiness and credibility of the website. While in the confirmshaming condition, 68% of those without knowledge of dark patterns selected the expensive plan promoted by the service over the cheap (standard) plan, the reverse is the case among those with knowledge, 35% of whom selected the expensive (premium) plan. This finding indicates that as users become knowledgeable about dark patterns, they are more likely to reject the service-promoted choice, as 40% of knowledgeable users in the trick-question condition edited their initial choice, compared with 10% and 6% in the confirmshaming and control conditions, respectively. Moreover, low-frequency and low-services users in the trick-question condition were most likely to fall for the expensive plan. However, high-frequency and high-services users in the confirmshaming condition were most likely to fall for the expensive plan. The findings highlight the need to raise awareness about dark patterns to prevent unsuspecting users from making financial decisions against their best interest.