Unveiling Digital Manipulation and Persuasion in e-Commerce: A Systematic Literature Review of Dark Patterns and Digital Nudging

Dark patterns and digital nudging are persuasive techniques that influence customer decision-making in the digital world. This study analyzed 80 articles published in reputed peer-reviewed journals and international conferences using the Theory-Context-Characteristics-Methods (TCCM) framework. The paper offers five significant contributions. First, it adds to the theoretical understanding of the area. Second, the study identifies various contexts in which dark patterns and digital nudging are employed. Third, it elucidates the characteristics (key variables) of dark patterns and digital nudging. Fourth, the study determines the methodologies used in prior studies in the field. Lastly, the paper proposes future research areas in the field. By presenting a comprehensive overview of the research in the field, the study could stimulate scholarly research and serve as a valuable base for future researchers. Furthermore, insights into dark patterns and digital nudging will educate online customers and allow managers to devise strategies to mitigate customer pain points.