Lecture 9: Boundaries of online persuasion Flashcards
Dark patterns example
When booking a plane flight you have to choose insurance. There is a list of countries and you have to select you country for insurance. Don’t insure me is also on the list but its hidden in de country list. So when you click on your country you agree without knowing you also have a “Don’t insure me” button.
Visual tricks example
A hair in the ad. So when trying to remove the hair you swipe to the site of the ad.
Sneaking
Add extra item in the shopping bag without consumers consent or notice.
Social proof and scarcity
2 more people are looking at this room right now! or Only 2 rooms left!
Difference between online and store
Consumers can pay for services with their personal data –> Personal or other data help predict behavior –> Personalized online offers –> Decision-making based on algorithms –> Direct results of A/B testing
What is the role of UX designers and marketeers?
Focus on usability and helping consumers to make good choices.
A/B testing
A methodology for comparing two versions of a webpage or app against each other to determine which one performs better.
Where does ACM stand for?
Autoriteit consument & markt: ensures that markets work well for people and businesses.
How does ACM ensure that markets work well for people and businesses?
- We deal with unfair commercial practices;
- We provide education about rules and rights;
- We promote fair markets
Where do the guidelines exist of?
11 themes with per topc an explanation, relevant norms, examples and legal information.
What are examples of guidelines?
Scarcity claims, unfair order and presentation, default settings, abuse of automatic behavior.
Scarcity claims
Claims on limited stock or time have to be factually correct and complete. Businesses cannot continuously claim that a product is on ‘sale’. Also when a room is available on an other site than not legal to claim that there is only one left.
Unfair order and presentation
If consumers search on the basis of
search criteria, businesses must display the results based on those search criteria and the sorting and filters used in the search (example independer). When someone has paid to be on the top than it should be clearly noted.
Default settings
Businesses cannot pre-select by default any additional costs (optional or otherwise). At the start of a customer relationship,
businesses can pre-tick the box for
receiving newsletters. However,
businesses must offer an opt-out at the start of the customer relationship and with every subsequent message sent.
Abuse of automatic behavior
When asking more yes or no questions it is not legal to change the places of colors of the yes and no to mislead (need to be consistent). Design should help not mislead the customer.
The most important basic principles of the guidelines
- Give complete, correct, and easy-to-understand information. Make sure you give the information before the purchase and that the information can be found easily.
- Make sure the design is logical and fair.
- Make sure the default settings are favorable to consumers.
- Be mindful of vulnerable consumers.
- Test the effects of your online choice architecture.
Are these principle favorable to customers?
Yes! becaus in the long run you gain their trust.
What should UX designers, marketeers, lawyers and economists be?
Socially responsible enterpreneurs, ethical professionals and legally compliant.
