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Bluestrike2 | 10 months ago
In some things, expectations are made to be disappointed. This is one of those.
We know that people use all sorts of cognitive shortcuts to make processing their environments easier. It doesn't matter if you're smart, dumb, foolish, or perfectly average. It's just how our brains have evolved to function, and companies have been consulting with industrial and organizational psychologists for decades to help them optimize their marketing and business strategies to maximize the chances that those shortcuts play out in a way that breaks in their favor. Before I/O psychologists, companies tried to do the same by guess and trial and error...and they stumbled upon lots of strategies that were later confirmed by psychological experiments.
Cereal boxes marketed to children have cartoon characters whose eyes are drawn looking down so as to appear as if they're making eye contact with kids walking down the cereal aisle.[0] There are all sorts of "tricks" commonly used by salespeople selling things to sophisticated buyers who are capable of recognize them for what they are. Why did pharma reps take doctors to dinner and give them cheap pens and swag? Or consider the success of psychological pricing[1] and how those strategies somehow manage to be successful despite it being commonly accepted wisdom that odd prices (i.e. $1.99 instead of $2) is a marketing gimmick. We know it's a gimmick, and yet, it still has an impact on our buying behavior.
Yes, the text is there below it, but the whole point of a dark pattern is to manipulate a large enough percentage of buyers/users in a way that generates more revenue than is lost due to any frustration or annoyance created by the same patterns. Most people skim through websites, pluck out key words, and continue on. We can bemoan people for not reading the fine print, but that's not going to change the behavior.
As for the beef metaphor, per unit pricing can absolutely be used to trip up would-be buyers into buying a bit more than they planned. Not because the foolish shoppers don't know any better, but because mixed units usually require a bit more cognitive engagement. Grocery stores absolutely recognize that and benefit from it. On the other hand, you can't really sell beef in a way other than by weight, so it's the opportunity for abuse is much more limited.
> Okay but if you read most complaints, it's clear that they're not even aware that such early termination fee even existed. There's approximately zero people who were aware the termination fee existed, found it too hard to figure out what it actually was, but somehow still went with the "Annual, billed monthly" option.
Sure, because Adobe purposely hides information about the fee. That's one of the dark pattern at play. In the absence of that information, users will insert their own expectations to create meaning. If there's a fee, we'd expect it's probably a reasonable one (even if we have countless examples in our lives of how fees can be anything but reasonable). Does half the annual cost of a subscription seem reasonable to most people? Would that be most people's first guess? Probably not. I might not have been clear about this in my original comment, but there are multiple dark patterns at work here.
> This feels like grasping at straws. If we're going to invoke "people might get two numbers confused with each other",[...]
That particular dark pattern is less about people confusing two different numbers with each other when they're directly in front of them, so much as it is about giving you two different numbers to remember two weeks after you've made your decision and gone on with your life. Literally nobody on the planet is going to keep the free trial or cancellation period as a mental priority over the course of two weeks, so it becomes little more than a random thought at the back of your mind. At best, you might jot it down or set aside the receipt until closer to the deadline. The pattern's purpose is that, if you think of the cancellation/trial periods at all, the numbers will be easily conflated. Think about the times in your life when you've asked yourself something like did I see/do/hear [insert thing] last Monday or was it Tuesday? and weren't quite confident in your answer.
Dark patterns doesn't have to trip up all subscribers or even most of them. But if it trips up a some of them, well, Adobe isn't going to complain about the opportunity. Multiple, more subtle dark patterns together can work just as effectively as one particularly vicious one. They can even be preferable, in that they won't piss off your customers nearly as much, either on their own or as a whole.
0. https://news.cornell.edu/stories/2014/04/food-psychologists-...
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