Impact of dark patterns on consumers’ perceived fairness and attitude: Moderating effects of types of dark patterns, social proof, and moral identity

Despite the likely prevalence of deceptive dark patterns tactics in the tourism industry, specifically in online travel agencies (OTA), there is a dearth of dark patterns research in tourism literature. This study offers comprehensive knowledge regarding dark patterns tactics and how they influence consumers’ perceived fairness and their attitude toward OTAs. Two separate scenario-based experimental studies were conducted to test the moderating effects of social proof and types of dark patterns tactics as well as moral identity. Drawing on social influence and social proof theories, the authors demonstrate the moderating effect of social proof on the relationship between dark patterns practices and perceived fairness and attitude toward OTAs. Under the low stock message condition, the influence of deception on fairness and attitude perception was greater under negative social proof in comparison to a positive one. The results demonstrate that deception interacts with moral identity to influence fairness and attitude, confirming the moderating role of moral identity.