Dark Patterns in Data-Consent Disclosures and Consumer Reactance to Online Behavioral Advertising
研究了数据同意披露中的暗模式如何通过影响隐私威胁感知和控制感，激活消费者的说服知识和心理抗拒，进而影响对在线行为广告的反应。
This research investigates how dark patterns in data consent disclosures influence consumer responses to online behavioral advertising (OBA). Integrating the persuasion knowledge model (PKM), psychological reactance theory (PRT), and a cognitive accessibility perspective, we propose a framework explaining how manipulative consent designs shape perceptions of privacy threat, control, and persuasion outcomes. Across three studies, we demonstrate that ambiguous consent language and limited choice heighten perceived privacy threats and reduce perceived control, thereby activating persuasion knowledge and psychological reactance. Conversely, transparent designs enhance comprehension and autonomy perceptions. Targeted ads further act as retrieval cues that reactivate prior consent experiences, amplifying persuasion knowledge accessibility and resistance. These findings advance PKM and PRT by highlighting the cognitive accessibility pathway through which dark patterns influence consumer coping and persuasion resistance. The research offers theoretical and practical insights for designing transparent, autonomy-supportive consent interfaces that promote ethical and effective OBA.