Confirmshaming som manipulerande teknik: En kvantitativ studie på hur skambeläggande meddelanden påverkar användarens upplevelse i mobil e-handel
2025 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE credits
Student thesisAlternative title
Confirmshaming as a manipulative technique : A quantitative study on how shaming messages affect users experience in mobile e-commerce (English)
Abstract [en]
Confirmshaming is a manipulative technique with the purpose to influence users decision by induce feelings of guilt and shame. This study investigates the issue of low awareness of confirmshaming and the experiences that occur when users are exposed to offers in mobile e-commerce. A quantitative survey study was conducted to examine users awareness and self-reported reactions to different degrees of confirmshaming, with a focus on how manipulative phrasing affects emotions and hypothetical choices. The results show that awareness of confirmshaming is generally low and that users, regardless of the type of confirmshaming, report negative emotional reactions such as guilt and irritation. These emotional responses, in turn, are linked to participants self-reported intentions, with many stating that they might avoid using the service in the future. This study also shows that confirmshaming can involve several different persuasions principles, making the technique difficult for users to identify and manage. This insight contributes to the understanding of how manipulative phrases are experienced by users and contributes to the need for further research of confirmshaming is experienced among various contexts and demographics groups.
Place, publisher, year, edition, pages
2025.
Keywords [sv]
Confirmshaming, dark patterns, e-handel, manipulation, medvetenhet, upplevelse, agerande, övertalning
National Category
Information Studies
Identifiers
URN: urn:nbn:se:hb:diva-34450OAI: oai:DiVA.org:hb-34450DiVA, id: diva2:2008429
2025-10-302025-10-222025-10-30Bibliographically approved