The Role of Dark Pattern Stimuli and Personality in Online Impulse Shopping: An Application of S-O-R Theory

Online impulse shopping is a growing industry. This paper uses the Stimulus-Organism-
Response framework to model online impulse purchase behavior using a novel combination of stimuli and organism characteristics. The stimuli: social proof, limited-quantity scarcity, and
high demand, are three commonly used website features known as dark patterns. The organism
characteristic personality is measured by the big 5 personality traits and persona generated
through latent profile analysis

Read the full article in the Journal of Consumer Behaviour.