Hidden of the checkout process, we observe

Hidden
Costs: A
hidden cost is an amount that is not included in the
price of any equipment
like maintenance, supplies, training, and upgrades. For
instance, when we buy or order any product online, only the
products’ cost is displayed on the screen before confirming the
buy process. When we get to the last step of the checkout process, we
observe some unexpected charges like delivery charges, tax etc. that
have been added to the total due amount of the product. But by the
time these hidden costs are revealed, the customer has already
invested a great deal of their time and effort into searching and
selecting that product and filling their billing details that they
hardly care when these hidden costs are added to their total amount.
Hence, they are more
willing to purchase rather than give up and start all over again to
select a product without such hidden costs.

7. Price
Comparison Prevention: It
is a kind of dark pattern which many online consumers fail to
acknowledge while shopping
for products.
The retailers make it hard
for consumers to compare the price of an item with another item, so
they cannot make a rational decision. Retailers regularly
accomplish this by designing different bundles where it is not easy
to work out the integral price of each item within the bundles. This
phenomenon is so constant at this time that it is difficult to
comprehend whether its’ cheaper to buy loose items or packaged
item. For example, if one goes to buy a laptop in a nearby
electronic store, a good product will cost them around ?45,000
– ?50,000.
Whereas if they go to an electronics market and, say,buy a regular
?10,000
laptop and then simultaneously buy its individual parts and then
assemble the product, it may cost them less than the amount they’ll
have to pay at a electronic store or maybe they might get their
hands on a more advanced product the price they might had to pay at
the electronics
store.

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8. Trick
Questions: A
trick question is a type of query
having no correct answer, or the one asked for the lone
purpose of starting a controversy or eliciting certain responses.
Basically, a no–win situation. We
respond to a question, which, when gazed upon quickly appears to ask
one thing, but if read thoroughly, asks another thing altogether.
This is a very common dark pattern visible while registering with a
service or filling an
online marketing survey.
Typically, a series of
checkboxes is shown, and they are set in a way such that selecting
the first one means “opt out” and the second option means “opt
in”. Hence, many a
times, confusing language is employed. The
basic idea behind this pattern is not only to get the desired
information the survey or questionnaire was set up for, but also to
trick consumers into sharing their information with other third–party
organizations for the benefit of the organization running the
survey/questionnaire.

9. Roach
Motel: “Roach
Motel” is a brand of roach trap introduced in 1976 in the United
States by Black Flag. The traps worked by giving roaches a way to
enter the trap, but not to exit. The advertisements for the product
often end with the line: “Roaches check in, but they never check
out!”. This term is metaphorically employed to represent a dark
pattern of the same behavior. It
is particularly evident on online platforms. The websites are
designed such that they make it very easy for a user to subscribe to
their web service with a seemingly simple interface, but then make
it very hard for them to get out of it. For
instance, when you sign up with a web service showcasing your
favorite TV shows and movies for a supposedly “minimal” fee, at
the end of the subscription page there is little checkbox designed
as an “opt out” option. Note that this button implies that the
subscription purchase is made for the user unless the user realizes
it and ticks the checkbox to opt out.

10. Privacy
Zuckering: This
is one of the most famous dark pattern known in online world but not
known to most individuals. Under “Privacy Zuckering”, the user is
tricked into publicly sharing more information about themselves than
they really wanted to in the first place. It’s already evident
that its’ been named after Facebook Inc’s CEO, Mark Zuckerberg.
In its inception days,
Facebook©
had a reputation for making it uneasy for their users to control
their privacy settings, and typically making it very easy to
“overshare” by mistake. In response to feedback from the
consumers and privacy groups, Facebook then created a clearer,
easier interface for the users to manage their privacy settings.
Today, “Privacy
Zuckering” resembles
to be
taking
place mainly behind the scenes, thanks to the data
brokerage industry.
Let’s
discuss how this works: When a user opts for a service (for example,
a store card), the small print hidden in the “Terms and
Conditions” gives the organizations the permission to sell the
user’s personal data to any third–party organization they want
to. Data
brokers buy such information and combine it with every other data
out there about the user to create their individual consumer
profile, which they then resell. Your
profile may contain your medical record, your home address etc. In
theory, your profile thus created could result in you being denied
services such as insurance or bank loans. The data industry currently
is not at all regulated and hence it is very troublesome to opt out
of having your data brokered. And though its is prevalent and
extremely troubling, state–level surveillance by the Government is
not considered
a dark pattern as it is done with the reason of safeguarding the
nation’s security!

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