Theories to Advance Dark Patterns Research

In this article, I review general consumer theories related to dark patterns research, by highlighting their relevance to understanding how dark patterns affect consumer choices on digital platforms. I critique the inadequacy of current theoretical references in dark patterns research, which often relies on heuristics and biases or the dual-process model, and I argue that these concepts, referred to as theory, do not explain the mechanisms behind consumer responses to dark patterns. To advance theory-based dark patterns research, I present a broad overview of diverse consumer theories, such as the Theory of Planned Behavior, the Meta-Theoretic Model of Motivation and Personality, and the Stimulus-Organism-Response Theory, among others, to illustrate how these frameworks can inform empirical hypothesis testing and advance the understanding of consumer vulnerabilities. By synthesizing various theoretical perspectives, I provide a foundation for refining dark patterns taxonomies and informing the design of empirical dark patterns research. In conclusion, I emphasize the necessity for future research to develop and review specific theories that apply directly to different types of dark patterns. A nuanced theoretical approach will be necessary to better understand and mitigate the manipulative effects of dark patterns in consumer behavior.