Question of the Day: How is this advertisement encouraging you to buy?
How many persuasive tactics can you find?
- Words like "Exclusive," "VIP," and "personal boutique" make you feel special
- Use of the word "You" personalizes it
- Free shipping is something we have to come to expect from online retailers (don't be fooled, it's baked into the price)
- Immediacy: "within 12 hours"
- Countdown timer (scarcity)
- How often do you notice marketing "tricks" like this to get you to buy?
- Are there examples of these tricks that come to mind with retailing websites you visit?
- Do you think tactics like this are effective?
Behind the numbers (CBS News):
In the last decade, manipulative website design has gone from being used by a handful of companies to near-ubiquity online and in consumer apps.
"Imagine if you ran a business and you could press a button to get your customers to spend 21% more. It's a no-brainer," Harry Brignull, who first coined the term "dark patterns" in 2010 and has since catalogued many of these marketing tricks online, said at the FTC workshop.
A decade ago, Brignull said, he thought that publicizing these techniques would be enough to shame companies into abandoning them. But that hasn't happened, he said — because for many companies, the rewards of these designs are too good to give up.
Learn about Dark Patterns and more in the NEW! NGPF Unit on Consumer Skills. Just released today!