Pihu Porwal
ABSTRACT
Dark pattern marketing is an invasive marketing tactic that relies on manipulating users psychologically to increase sales. This paper evaluates the impacts of these tactics and how they influence purchasing decisions. The study makes use of primary research as a means of data analysis starting with three baseline hypotheses of expected consumer behavior. The three hypotheses predict that teens are unaware of their interaction with dark pattern marketing, their purchasing decisions are more impulsive than rational and their emotions have an effect on their final purchasing decisions. The data is gathered from a diverse participant pool of 46 observations across different genders, socio-economic backgrounds, and their cities of residence. The primary goal of the paper is to spread awareness of the impacts of dark marketing tactics as well as understand the underlying effects. The findings indicate that exposure to dark patterns does not notably influence the decision-making processes of Indian teenagers; instead, it appears to be a passive experience. One potential explanation could be rooted in cultural differences. As consumerism grows, research about the beauty industry is very less but necessary, noticing the current rising trend of problematic and unethical marketing tactics employed by brands such as targeting children by exploiting their fear of missing out. This paper helps increase awareness as well as information about the current purchasing patterns of Indian teenagers. It also provides policymakers more material and context to work with especially since the government is putting additional efforts in minimizing the use of such tactics.
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