A Study on the Impact of Manipulative Marketing and Dark Patterns on Consumer Decision Making using Business Analytics

1Gokul R, 2M.pradeep

1Student, 2Assistant Professor of Department of Management

1Department of Management Studies,

1Panimalar Engineering College, Poonamallee, Chennai, India

Abstract:In the contemporary digital marketplace, organizations increasingly employ sophisticated marketing strategies, including manipulative techniques and dark patterns, to influence consumer decision-making processes. Dark patterns are deceptive user interface designs that exploit cognitive biases and behavioral tendencies, often leading consumers to make unintended or suboptimal choices. This study aims to examine the impact of such practices on consumer perception, trust, and purchase behavior through the application of business analytics techniques.

The research investigates key dimensions such as consumer awareness of dark patterns, frequency of exposure to manipulative marketing tactics, and their subsequent behavioral outcomes, including perceived deception, trust erosion, and purchase intention. A descriptive research design was adopted, with data collected from 120 respondents using a structured questionnaire. Analytical tools such as percentage analysis, chi-square testing, and regression analysis were employed to derive meaningful insights.

The findings indicate that although a significant proportion of consumers encounter manipulative practices such as hidden costs, misleading interface elements, and intrusive pop-ups, awareness of these tactics remains relatively low. Furthermore, the study reveals that exposure to dark patterns significantly influences consumer decisions in the short term, while negatively impacting trust and long-term engagement. The research emphasizes the necessity for ethical marketing practices, improved consumer awareness, and stronger regulatory frameworks to ensure transparency and fairness in digital environments.

Keywords: Dark Patterns, Manipulative Marketing, Consumer Behavior, Business Analytics, Perceived Deception, Trust, Purchase Intention