Research-Thesis: Who Falls For The Nudge? The Effect Of Scarcity And Social Proof As Dark Pattern Examples On Purchase Intention

Abstract

This thesis investigates the effects of scarcity and social proof as dark pattern nudges on purchase intention within an online flight booking context. It further examines whether perceived urgency and fear of missing out (FOMO) mediate these effects and whether susceptibility to interpersonal influence and manipulation literacy moderate consumer responses. Using a 2x2 experimental design (N = 225) with realistic booking scenarios for mediation and moderation analyses, the study extends previous research by examining psychological and contextual drivers of nudged decision-making. The findings suggest that the impact of dark patterns is context-dependent and may be overridden in habitual, price-driven booking decisions.