How E-Commerce Sites Manipulate You Into Buying Things You May Not Want
“Alexandra from Anaheim just saved $222 on her order” says one message next to an image of a bright, multicolored dress. It’s a common technique on shopping websites, intended to capitalize on people’s desire to fit in with others and to create a “fear of missing out.”
But “Alexandra from Anaheim” did not buy the dress. She does not exist. Instead, the website’s code pulled combinations from a preprogrammed list of names, locations and items and presented them as actual recent purchases.
The fake messages are an example of “dark patterns,” devious online techniques that manipulate users into doing things they might not otherwise choose to. They are the digital version of timeworn tactics used to influence consumer behavior, like impulse purchases placed near cash registers, or bait-and-switch ads for used cars.