Dark Pattern Marketing Practices and their Impact on Consumer Trustand Decision-Making

Dark pattern marketing practices refer to deceptive digital design techniques that influenceconsumers to make decisions they might not otherwise choose. With the increasing use of onlineplatforms, such practices have become common in digital marketing environments. This studyexamines how dark pattern marketing practices affect consumer trust and decision-making. Existingresearch shows that techniques such as hidden costs, misleading scarcity, and forced continuityreduce consumer autonomy and create confusion during online transactions.
The literature further indicates that while dark patterns may increase short-term conversions, theynegatively impact consumer trust and long-term brand relationships. Studies also highlight thatmany consumers remain unaware of these practices, making them more vulnerable to manipulation.Overall, the findings suggest that dark pattern marketing practices pose ethical challenges andemphasise the need for transparent marketing strategies and stronger regulatory oversight toprotect consumer trust in digital marketplaces.