Overview:
- Title: Senior Thesis: Exploring the Impact of Online Manipulation and Deceptive Patterns on Vulnerable Communities
- Research Advisor: Dr. Janet Vertesi, Princeton University, Department of Sociology
- Timeline: Aug 2023 – Apr 2024
Abstract:
Deceptive patterns are user interface strategies used by designers to manipulate users into doing things they did not intend to do (Brignull et al. 2023). These design patterns cost internet users time, money, data privacy, among other social and psychological consequences. People from vulnerable populations including ethnic minorities, the socioeconomically disadvantaged, and the elderly are at higher risk of digital harm because of their positionality. This thesis explores the impacts of deceptive patterns on vulnerable communities, focusing on effects, felt emotions, and coping strategies of individuals in the context of their socio-cultural background. While the goal of the thesis is to reveal the impacts of deceptive patterns, participants shared a variety of insights that shed light on larger themes of online manipulation and how people experience the internet. The discussion concludes with an exploration of interventions to mitigate the negative effects of malicious online practices on vulnerable internet users.
The Problem:
The rise of deceptive patterns in online user interfaces has become a significant issue for internet users, particularly among vulnerable populations. These deceptive design strategies manipulate users into making unintended decisions, which can result in financial loss, emotional distress, and privacy violations. Despite the increasing awareness of these patterns among experts, there is a lack of qualitative research focusing on the lived experiences of users, especially from vulnerable communities. A deeper understanding of how sociocultural factors affect these experiences is crucial to addressing the problem.
The Research Gap:
Much of the research on deceptive patterns has been conducted from the perspective of industry experts or designers, with limited focus on how users, especially vulnerable groups, encounter and react to these patterns. Furthermore, there is a lack of diversity in the populations studied, which may result in biased findings and limit the generalizability of the research. This gap calls for a more inclusive, user-centric approach to understanding the real-world impacts of deceptive patterns.
Research Questions:
To address the gaps in existing literature, this thesis explores three main research questions:
- RQ1: How do sociocultural factors influence an individual’s experiences online?
- RQ2: How do deceptive patterns affect vulnerable populations? What role does digital literacy play in this vulnerability?
- RQ3: What coping strategies do individuals employ in response to deceptive patterns? How do these strategies differ across different digital literacy levels?
The Methodology:
This thesis employed a mixed-methods approach, including semi-structured interviews, usability testing, and demographic surveys to investigate the impact of deceptive patterns on internet users. The study was conducted with 19 participants who were asked to share their experiences with deceptive patterns, engage in a brief usability task (account deletion), and complete a demographic survey. The interviews focused on understanding how sociocultural factors such as age, digital literacy, and socioeconomic status influenced participants’ interactions with the internet and deceptive patterns.
The Findings:
Through these methods, the thesis explored how deceptive patterns impact vulnerable users, and how digital literacy and sociocultural factors intersect to influence these experiences. Key findings include:
- Emotions and Reactions to Deceptive Patterns: Participants universally expressed frustration, anger, and fear when discussing deceptive patterns, with older users more frequently feeling fear due to concerns about privacy breaches, scams, and phishing.
- Sociocultural Influence: Age and digital literacy were pivotal in shaping user experiences. Digital natives (younger participants) were more familiar with deceptive patterns due to their higher engagement with social media and online shopping. Older participants (digital immigrants) experienced fewer deceptive patterns but were more susceptible to manipulation in unfamiliar digital spaces.
- Coping Strategies: Participants employed strategies such as seeking help from family members, using AdBlock, or avoiding unfamiliar websites altogether. Younger participants were more likely to use technological tools to mitigate online harm, while older users relied more on interpersonal support.
- Digital Literacy: The research highlighted the importance of digital literacy in navigating the online world safely. Participants with higher digital literacy were more aware of deceptive patterns and could employ better coping strategies to avoid falling victim to them.
- User-Centric Education: Increased awareness of deceptive patterns through digital literacy education was seen as a key intervention. Educating users, especially vulnerable populations, about these manipulative design patterns can help them make informed decisions and reduce emotional distress associated with deceptive practices.
Conclusion:
This thesis has demonstrated the real-world impacts of deceptive patterns on vulnerable internet users, revealing the ways sociocultural factors shape these experiences. The findings suggest that users from different demographic groups—especially older adults and those with lower digital literacy—are more vulnerable to manipulation through deceptive design. The research emphasizes the importance of user education, ethical design, and policy reform as essential solutions to mitigate the harms of online deception.
Personal Takeaways:
- Deepened my commitment to advocating for ethical design practices and better user protection policies
- Reinforced my passion for promoting inclusive and safer digital environments.
- Developed strong interview skills and learned how to conduct in-depth qualitative research, while gaining experience in writing a comprehensive research paper and applying sociological research methods.