Consumer manipulation – a definition, classification and future research agenda

Bibliographic Data

ID6436181
AuthorsJanis Witte (Heinrich Heine University Düsseldorf, corresponding author)
Year2024
Volume23
Issue1
Pages14-31
Publication date2024-12-02
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Information Communication and Ethics in Society (JOURNAL)
Journal identifiersISSN: 1758-8871 • E-ISSN: 1477-996X
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/jices-09-2023-0119
OpenAlexW4404937111
LanguageEN
References cited43

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

Business · Data science · Economics · Knowledge management · Management science · Political science · Public relations · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Psychology of Social Influence

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Open DOIOpen Access