Today, in the digital commerce environment, every business is increasingly relying on online platforms to drive customer engagement and sales. The widespread adoption of e-commerce has not only reshaped consumer purchasing behaviour but has also encouraged organisation to implement persuasive design strategies or techniques known as “dark patterns” to influence or manipulate customer choice. The concept of dark pattern originated from Brignull (2010), who first defined it as a deceptive technique used by a website and application to force customers into choices they did not plan. A typical example of a dark pattern involves hiding essential information such as recurring subscriptions, and extra charges from users (Singh et al., 2024)¹. Indian online retail platforms have adopted various strategies to influence consumer purchasing behaviour. The two common tactics have become particularly prominent in online retail: urgency based messages and sneak into basket mechanisms. The strategic marketing approaches online businesses use to attain success lead to fundamental issues regarding consumer autonomy, ethical marketing standards, and digital transaction reliability.

The Indian e-commerce platforms heavily rely on dark patterns, which use urgency-based messaging to manipulate their users. The psychological mechanism known as Fear of Missing Out (FOMO) drives users to react to urgency-based messages such as countdown timers, limited-time offers, and stock scarcity alerts (only a few left), often leading to faster purchasing but less deliberate choices (Evans, 2021)². The practice of using these tactics to increase conversion rates frequently yet they can also induce negative outcomes such as anxiety, stress, and post-purchase regret, highlighting the ethical implications of such strategies (Srinidhi B, 2025)³. When consumers trust genuine scarcity, it can lead to better relationships, but deceptive countdown timers can increase perceived urgency, prompting consumers to act quickly, but may also reduce trust when users recognize the manipulation (Tiemessen and Schraffenberger, 2022)⁴. Indian consumers who have embraced online shopping through Flipkart, Amazon, Myntra, Nykaa, and Meesho platforms encounter urgency tactics daily, but the total understanding of their behavioral and ethical impact remains limited (Habib and Almamy, 2025)⁵.

Similarly, sneak-into-basket practices represent a more hidden form of manipulation. That is hidden additions where items are automatically inserted into the shopping cart or where additional costs and services, such as warranties, donations, or subscriptions are added to a consumer’s cart without explicit consent. These hidden additions can make people feel cheated and reduce their trust in the shopping platform. Users are often moderately aware of these deceptive designs but may continue to use the services out of convenience, highlighting a resigned attitude toward manipulation (Maier and Harr, 2020)⁶.

The problem is especially prominent for mobile users, who are more susceptible to falling for these patterns than desktop users (van Nimwegen and de Wit, 2022)⁷. Most dark patterns were covert, deceptive, or information-hiding, affecting user decisions and potentially causing financial or privacy harm (Mathur et al., 2019)⁸. In India, this issue has gained attention, and even consumer protection authorities have warned against it.

The behavioral and ethical impact of these dark patterns on consumers is a central concern of this study. The manipulative tactics make use of psychological tendencies to harm user trust and decision-making which results in substandard post-purchase effects that damage brand reputation (Singh et al., 2024)⁹. Designers as central actors who knowingly create manipulative user interfaces to confuse users and ruin their preferences (Luguri and Strahilevitz, 2021)¹⁰. The excessive use of manipulative methods by businesses results in substantial damage to their reputation alongside the loss of customer trust (Limbeck, 2023)¹¹.

The context of India provides a distinctive and important aspect to this study. Although there is a large volume of research on dark patterns and their impacts, they are largely based on global or Western markets, creating a significant gap in understanding how Indian consumers, who possess specific cultural traits and technological market characteristics, respond to manipulative strategies. The rapid growth of digital retail in India, there is a need for specific evaluation of how manipulative marketing strategies affect consumer trust, satisfaction, and perceptions of fairness (Vedhapriyavadhana et al., 2025)¹². This research seeks to fill this gap by thoroughly investigating the effects of invisible pressures and hidden additions on Indian online buyers, thereby offering valuable insights into the consumer experience within this dynamic and evolving e-commerce environment.

2.0 REVIEW OF LITERATURE:

A. INVISIBLE PRESSURE

· Neha and Walia (2025)¹³ this study explains how FOMO-driven urgency from limited-time offers and low stock alerts prompts impulsive buying but warns of negative emotions from overuse.

· Hakim and Farid (2025)¹⁴ research shows flash sales and urgency notices drive quick purchases but risk regret and distrust if artificially created.

· V Suvarna and K Malagi (2025)¹⁵ the findings reveal countdown offers and flash sales induce FOMO-led impulse buying, yet frequent use erodes trust and discount value.

· Zamfir (2024)¹⁶ this study highlights that scarcity messages increase perceived value but can lead to emotional purchases and harm brand trust if misused.

· Ali et al. (2025)¹⁷ research indicates urgency and scarcity boost purchase speed, but excessive psychological triggers cause fatigue and privacy concerns.

B. HIDDEN ADDITIONS:

· Voigt et al. (2021)¹⁸ this study shows that dark patterns, such as hidden fees and forced subscriptions would reduce brand trust and increase frustration, even with tech-savvy users.

· René Schäfer et al. (2024)¹⁹ visual countermeasures like real-time alert that highlights and explains manipulative designs are effective in addressing dark patterns (e.g., hidden add-ons). Their study also indicate that these alerts increases user awareness and decreased negative influence when employing dark patterns.

C. BEHAVIORAL AND ETHICAL IMPACT:

· Verma (2025)²⁰ demonstrates that authentic scarcity increases consumer trust while artificial urgency generates consumer regret and brand disloyalty which damages brand loyalty over time.

· Oleg Sukhorukov (2025)²¹ findings show dark patterns may yield short-term sales but erode trust, frustrate users, and raise ethical concerns.

· Gray, Chen, et al. (2021)²² research shows manipulative design triggers mistrust and frustration, urging more transparent online systems.

3.0 RESEARCH GAP:

Research studies have mainly examined dark patterns through the examination of urgency messages like countdown timers, limited-time offers, Fear Of Missing Out (FOMO) and other deceptive design in online shopping but these studies mostly focus on foreign countries. There is a lack of research specifically exploring how Indian consumers perceive and respond to these practices. Moreover, there is limited investigation into how urgency based tactics and sneak into basket strategies (adding items to the cart without permission) affect both consumer satisfaction and perceptions of fairness in the Indian online retail. The fast expansion of Indian online shopping requires researchers to study this issue for better understanding of how these methods affect Indian consumers.

4.0 RESEARCH METHODLOGY:

This study aims to investigate the behavioural and ethical effect of urgency based messages and sneak into basket strategies in Indian online retail platforms. To achieve this, all information related to dark pattern were based secondary data. An extensive review of the literature was conducted utilizing various sources including articles and papers that were published, peer-reviewed and online databases. The research took a qualitative perspective, emphasizing the analysis of previous work rather than gathering primary data. The published materials were reviewed qualitatively using a systematic literature review to fulfill the research objective. This methodology provide some depth on the research gap of several studies not focusing on the Indian context. By integrating and analyzing the findings from a wide range of existing studies, this paper builds a comprehensive argument about the impact of these manipulative tactics on consumer trust, satisfaction, and perceptions of fairness.

5.0 RESEARCH OBJECTIVES:

· To study the effect of urgency-based messages on consumer purchase decisions in India online retail platforms.

· To understand how the sneak-into-basket practices affect the consumer's trust and post-purchase satisfaction.

· To find out consumer perceptions regarding the fairness and transparency of urgency-based and sneak-into-basket strategies in online retail.

6.0 DISCUSSION:

The Indian market has witnessed an e-commerce expansion which drives companies and brands to develop advanced design strategies for manipulating customer behaviour. These deceptive designs are referred to as dark patterns and they attempt to manipulate consumers into unintended outcomes such as impulsive buying or agreeing to hidden fees without realising it. The use of dark patterns produces immediate sales growth but damages customer trust because it creates frustration and regret which harms brand reputation and customer loyalty. This discussion uses recent research to show how these tricks affect people's choices and why they're an ethical problem. This research focuses on two prevalent forms of these "dark patterns": the invisible pressure created by urgency-based messaging and the hidden additions from sneak-into-basket tactics.

Urgency uses time pressure and Fear of Missing Out (FoMO) to push people into quick decisions and reduces careful thinking (Sin et al., 2022)²³. The main reason why invisible pressure tactics work so well is because they tap into the Fear of Missing Out (FOMO). This is the feeling of anxiety that you're being left out of something good, and it's made much stronger by social media (Indra Cahaya Tresna, 2025)²⁴. A study conducted in Indonesia shows that flash sales create fast purchases by combining discounts, short timers, and social proof signals (Adis et al., 2025)²⁵. Today, these features are commonly incorporated into larger digital ecosystems that include notifications and recommendations that raises the pressure. And even if these tricks don't lead to increased sales, they still negatively impact the shopping experience. In one of the studies, researchers found that even when sales did not occur, there was still a feeling of pressure and manipulation, which affected the brand negatively. (Sin et al., 2022)²⁶.

Marketing strategies using social media and flash sales further amplify FOMO and impulsive buying through emotional and social triggers, as shown in studies on brands like Miniso, highlighting both commercial benefits and ethical challenges (Azhari and Rifqy Roosdhani, 2025)²⁷. Gen Z shoppers show FoMO strongly increases purchase intention and also leads to post-purchase regret when the decision is based on social influence rather than real need (Nasr et al., 2023)²⁸. Kahf products shows that flash sales, FoMO, and hedonic motivation together form a powerful push toward impulse buying (Adis et al., 2025). The term "hedonic shopping motivation" refers to individuals who shop for pleasure and psychological gratification, rather than for a need. This may explain why a person engages in repeated impulsive buying, despite having some regret about their previous purchases. When people feel emotionally attached to a brand, they may accept manipulative practices more easily (Adis et al., 2025).

The practice of hidden additions occurs when a company automatically places items in a customer's cart without their permission. Unlike the visible pressure of a countdown timer, this hidden trick violates fair business practices by taking advantage of user inattention. This creates two key issues identified by researchers: "Information Asymmetry," (the seller knows an item was added, but the buyer may not) and "Free Choice Repression” which takes away the customer's freedom to choose (Leiser and Yang, 2022)²⁹.

Urgency tactics and hidden additions influence consumers in different but connected ways. When urgency and hidden additions happen together, the effect is stronger. Under time pressure, people check less carefully, making it easier for hidden items to remain in the basket (Leiser and Yang, 2022). When a customer eventually finds an unwanted item or charges are added to their cart, it destroys their trust and makes them feeling cheated, ruining their post-purchase satisfaction. his is a significant problem in India, where the majority of individuals are shopping on their phones. Smaller screens and quicker checkouts make it even easier to miss these hidden items, increasing the risk of harm to customers.

The spread of these tricky designs has started a worldwide discussion among researchers and regulators. The problem is universal, and governments from the US to Europe are taking action to stop these manipulative practices (Yada et al., 2022)³⁰. Personality traits affect individuals' reactions to dark patterns. Extroversion and agreeableness, identified through correlational analysis, have been found to significantly relate to people who are prone to following manipulative interfaces, like urgency prompts or deceptive additions. This emphasizes that user vulnerability is not solely matter of psychological but also differentiation based on personality traits which indicates that designers should consider ethical considerations into account in designing interfaces and not take advantage of these characteristics of user’s vulnerability. Moreover, it requires the governments to legislate and consumers to be educated so as to reduce the impact of behavioural manipulation resulting from dark patterns (Uppala, Sneha Lekha, 2023)³¹.

From legal point of view, the practices of urgency and hidden additions are considered as unlawful and unfair commercial practices. This demonstrates why regulators must consider these practices as serious consumer protection issues in India. Also as companies are very creative in brainstorming or invent new tricks to deceive consumer, technology can also help in the detection of these deceptive designs in online retail platforms. A BERT based AI model has been shown to detect urgency language and hidden additions on shopping sites with high accuracy allowing for automatic detection of these manipulative designs, supporting consumer awareness and protecting them (Vedhapriyavadhana et al., 2025). These designs also serve as notifications of the long term consequences associated with the purchase. Genuine scarcity will build trust, whereas fake or artificial scarcity will create regret and reduce loyalty. If users experience dark patterns over and over again, this will annoy them, diminish trust and raises ethical concerns. These manipulative designs often cause to breach trust and push for more transparent systems (Gray, Santos, et al., 2021)³².

This global circumstance explains why this research is important for the Indian market. While the psychology behind these mechanisms are fundamentally the same everywhere, feelings towards them and what is considered fair can be different in India due to local culture and digital habits. It is essential to understand the Indian consumer's perspective regarding fairness and transparency for the development of an online marketplace that has both a fair and profitable characteristics. The main challenge for businesses in India is finding the right balance between the desire for quick short term sales and the longer term commitment to building customer trust and brand loyalty.

7.0 IMPLICATION:

7.1 Implications for Brands and Marketers:

· Prioritizing long term trust over short term conversions: Marketers should stop giving importance to the short term conversion rates which are the results of manipulative and instead they should focus on the long term metrics like customer lifetime value, brand trust scores and repeat purchase rates. This will require strategic transition from forceful selling to building genuine and long term customer relationships.

· Perform ethical User Interfaces (UI/UX) audits: Companies should regularly check their online platforms like official websites and mobile application for dark patterns and eliminate them. In other words, a definitive ethics checklist should be provided to designers and entire process should be made transparent with the utilization of design so that consumers are constantly aware of what they are agreeing to.

· Invest in genuine scarcity and value communication: Marketing professionals should focus on communicating true value information instead of using countdown timers for creating artificial scarcity. The goal can be achieved by showing inventory levels with statements like "only 3 left in our Bengaluru warehouse" and through loyalty programs and personalized suggestions which help customers instead of tricking them.

· Focus on mobile first ethical design: India is a mobile dominated market, therefore companies must ensure checkout processes are exceptionally clear and super simple for their mobile users. The system needs to remove all pre-selected options for additional items and create user friendly interfaces that facilitates customers to view their shopping carts and make changes before payment in order to prevent unintentional purchases.

7.2 Implications for Government and Regulators:

· Amend and enforce consumer protection laws for digital interfaces: The Central Consumer Protection Authority (CCPA) and other regulators in India need to develop clear guidelines that to identify and ban dark patterns like sneak into basket and deceptive timers. The guidelines must be actively and appropriately enforced with substantial fines or significant penalties for non-compliance that would meaningfully discourage the behaviour.

· Launch public awareness and digital literacy campaigns: The government and consumer bodies must set up educational programs or campaigns which will equip Indian consumers with the awareness to identify and report deceptive dark patterns. An informed consumer is the first line of defence against manipulative and exploitative practices.

· Establish standardized reporting mechanism: The online portal must be a central point which will allow consumers report dark patterns encountered on Indian e-commerce websites and mobile applications. Regulators need this data and information in order to track and identify companies which repeatedly break the law so they can take appropriate action against such companies.

7.3 Implications for Future Research:

· Carry out large scale empirical studies in Indian context: The current study produced theoretical framework but researchers need to perform extensive surveys and interviews with Indian consumers to measure how these manipulative patterns are affecting or influencing their trust and purchasing behaviour.

· Conduct platforms comparisons: The researchers need to study how dark patterns appear on various Indian e-commerce platforms including Flipkart, Amazon India, Myntra, Meesho in order to understand whether these problems affect the entire Indian e-commerce industry or isolated to specific platforms.

· Study the effect on vulnerable groups: New research should explore how dark patterns affect vulnerable consumer groups in India including new internet users, the elderly or users residing in non-metro areas who are less digital literacy.

· Investigate AI Detection of Dark Patterns: Future research could focus on developing artificial intelligence tools to automatically identify urgency language or hidden additions in the online retail space that would better protect the consumer and aid regulatory oversight.

8.0 CONCLUSION:

This study provides in-depth analysis of the effects of urgency based messages and sneak into basket patterns often referred to as “dark patterns” on consumer behavior and ethical decisions within the online retail sector in India. The research shows how these manipulative tactics affect how consumer make buying choices and influence emotional responses that decrease their overall trust in e-commerce websites and mobile applications. The research demonstrates that consumers experience FOMO through countdown timers and limited time offers which results in quick choices and reduces their ability to think logical. Various online shopping platforms use hidden items and default product selections which create information asymmetry that leads to customer dissatisfaction and perceptions of unfair treatment after they complete their purchases.

From an ethical perceptive, these patterns challenge fair marketing practices by exploiting psychological triggers to influence buyer behaviour. These strategies generate higher short term sales conversion rates but their continuous use leads to damage of brand reputation and customer trust and post-purchase satisfaction. The first step requires regulatory bodies to develop distinct rules which determine consequences for manipulative behaviour to product buyers who purchases goods and services using online platforms. The research found that emotional factors like FOMO, hedonic motivation (pleasure-seeking) and attachment to brand make these manipulative designs more powerful which results in a continuous loop of buying due to pressure and subsequent feelings of regret.

However, this research is limited to secondary data and conceptual analysis, and it does not conduct any empirical testing or quantitative validation methods. The findings of the research were limited to Indian online shopping websites and mobile applications which may not be representative international market behavior. Future research could utilise primary survey research or experimental research or cross-cultural comparisons to validate and generalize the findings.

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Received on 23.10.2025 Revised on 14.11.2025

Accepted on 01.12.2025 Published on 11.05.2026

Available online from May 14, 2026

Asian Journal of Management. 2026;17(2):121-126.

DOI: 10.52711/2321-5763.2026.00018

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.