9 sneaky ways they are making you spend more | De-influencing

Summary

This video delves into the sneaky tactics, known as dark patterns, used by online shopping apps to manipulate users into spending more money. From misleading discount coupons and hidden fees to subscription traps and pre-selected items, the video highlights nine common dark patterns that often go unnoticed. These manipulative techniques are designed to create a sense of urgency, guilt, or confusion, ultimately benefiting the company at the consumer's expense. The video aims to raise awareness about these unethical practices and encourage users to be more mindful while shopping online.

Takeaways

• 😀 Dark patterns are psychological tricks used by companies to manipulate consumers into spending more than they intend.
• 😀 'Upto' discounts are misleading, often offering much less value than advertised, depending on the cart value.
• 😀 Drip pricing encourages users to add more items to their cart to unlock perks like free delivery, but hidden fees often make the final price higher.
• 😀 Wallet locking is a tactic where users load money into an app’s wallet, but often can't withdraw it, forcing them to spend more to use the balance.
• 😀 Subscription models often come with hidden costs, and canceling a subscription is made difficult through guilt-tripping or confusing steps.
• 😀 Forced additions to your cart, like random items or memberships, manipulate your choices without your consent.
• 😀 Progress bars and countdown timers are used to create urgency, pushing consumers to make purchases quickly and often irrationally.
• 😀 Mismatched product quantities (e.g., 450 grams instead of 500 grams or 1 kg) prevent easy price comparison with other vendors.
• 😀 Hidden charges, such as 'small cart fees' or 'platform fees,' inflate the final cost, increasing the total spending without the user realizing it.
• 😀 Dark patterns, while common in online shopping, are often designed to benefit the company at the expense of the consumer’s wallet, leading to unnecessary spending.

Q & A

What are dark patterns in online shopping apps?

Dark patterns are psychological tricks used by online shopping apps to manipulate users into spending more money than they intended. These tactics include misleading offers, hidden fees, and pressure tactics that nudge users into making purchases or signing up for subscriptions without realizing it.

How does the 'upto' discount trick work?

The 'upto' discount trick gives the illusion of a larger discount. For example, a coupon may say '50% off upto Rs. 100'. If your cart value is low, you might only get a small discount, even though the coupon promises more. The word 'upto' means the discount is capped at a specific amount, not a percentage of the total.

What is drip pricing and how does it affect the consumer?

Drip pricing is when online stores add hidden fees that only appear during checkout, such as platform fees, handling charges, or surge pricing. This can lead to a higher total than expected, frustrating the consumer as they are not shown the full cost upfront.

How does the wallet system in some apps manipulate users?

Some apps encourage users to preload money into a wallet with promises of bonus funds. However, the preloaded amount often cannot be withdrawn, and some apps may even set expiration dates, ensuring that users have to spend the balance before it expires. This tactic benefits the app by keeping customer money without providing any real value in return.

What is the issue with subscription models in online shopping apps?

Subscription models can pressure users into spending more, especially when the app uses guilt tactics to discourage cancellation. Users are often reminded of their past savings and made to feel guilty for canceling, even when the subscription no longer provides value. This psychological trick is known as 'confirmation shaming.'

What is the significance of product sizing in online shopping apps?

Some apps use non-standard product sizes (like selling tomatoes in 450-gram packs instead of 500 grams or a kilo) to prevent easy comparison with local vendors or other platforms. This manipulates the consumer into focusing on the app's price and not realizing they may be getting less value for their money.

How do progress bars and timers affect consumer behavior?

Progress bars and countdown timers create a sense of urgency, pushing users to add more items to their cart in order to reach a goal (like unlocking a discount or free item). This anxiety-inducing design causes users to buy more than they planned, often leading to overspending.

What is the 'forced addition' trick in online shopping apps?

The 'forced addition' trick involves apps automatically adding items to the cart, such as a membership or unwanted product, without asking for the user's consent. Users are often unaware of these additions until checkout, and removing them can be confusing or difficult.

Why do online shopping apps use the tactic of making users feel guilty about leaving a subscription?

Apps use guilt-inducing tactics, such as reminding users of the money they've saved or benefits they've gained, to make them feel bad about canceling a subscription. This form of psychological manipulation, known as 'confirmation shaming,' is designed to retain customers, even when the subscription is no longer worthwhile.

How does the 'hidden membership' dark pattern work?

The 'hidden membership' pattern occurs when a shopping app secretly adds a subscription or membership to your cart without clearly informing you. For example, an app might add a membership to your basket, with no way to opt out, and only a 'remove' button. This tactic takes away consumer choice and is an unethical practice used to increase revenue.