Paper Title
PROPOSALS FOR CONSUMER PROTECTION POLICIES IN RESPONSE TO DARK COMMERCIAL PATTERNS: EXPERIMENTAL ON GAZE MEASUREMENT AND COMPARISON WITH BRIGHT PATTERNS

Abstract
Abstract - There is growing concern about dark commercial patterns as a negative selection architecture when browsing the Internet.This study tries to compare with bright commercial pattern to detect negative choice architectures based on consumers’ cognitive biases as a dark commercial patten, and to promote reforms in this area. Using eye-tracking gaze measurement, with time pressure to make choices. and individual interview surveys in combination with a random control group and treatment A (TA: Dark pattern) and B (TB: Bright pattern) groups.The participants are male and female students between the ages of 18 and 28.In experimental Results, TA, and TB would be found as the age of the subjects increases. In particular, there are statistically significant differencesbetweenwith time pressure to make choices (1) and non-time pressure (2), are expected,Without loading conditions, regardless of the participants’ age and gender. Keywords - Behavioral Economics, Dark Commercial Patterns, Gaze measurement, Eye-Tracking.