The Use of Psychology to Sell Through a Web Site

Trying to cancel some online accounts can be a maze of searches and false hopes, multiple clicks through a puzzle of seemingly unrelated destinations.

This is what has become known as a 'dark pattern'; complex web design that makes it hard for you to do something the website does not want you to do, and employs behavioural psychology to make you do things it does want you to do. It is just one of the techniques used to make us click, buy or subscribe.

Journalist and broadcaster Darryl Morris digs into the methods being used to grip your attention, and examines the persuasive power that is being harnessed. What impact is it having on your free will, and is there anything that can be done to resist it?