Barriers to a Well-Functioning Digital Market: Exploring Dark Patterns and How to Overcome Them

Abstract

In a well-functioning digital economy, consumers should be able to make autonomous and informed choices, and companies compete fairly. One of the barriers preventing such well-functioning is dark patterns—designs that mislead users into making specific purchase-related choices. In this research, through a qualitative inquiry (expert interviews), we classify dark patterns based on the harmful ways such designs affect the digital market. Moreover, we analyze data using the behavior change framework and illustrate ways to prevent dark patterns and grant consumers greater protection and autonomy. Our exploratory results outline potential solutions policymakers might apply to improve digital market well-functioning.