Psychologist Patrick Fagan has issued a warning about the hidden methods used by many Internet resources to influence users, which he has dubbed the forces acronym. These methods are designed to subtly push people towards certain actions and decisions.
Fagan explains that “Nujing” (derived from the English word “nudge”) is a way to alter the thoughts and choices of individuals in a predictable manner, without directly appealing to their economic or practical interests. Unlike propaganda, Nujing operates discreetly, without eliminating alternative options, but rather guiding a person towards the desired outcome.
In his article titled “Clicks and Tricks: The Dark Art of Online Persuasion“, Fagan delves into various methods of digital Nujing and introduces the Acronym Forces to describe them: Frame (design), Obstruct (obstacle), Ruse (deception), Compel (coercion), Entangle (confusion), and Seduce (seduction). Let’s take a closer look at each of these methods.
- The design aspect involves presenting information in a way that influences the user’s choice. This can include fake reviews, claims of product scarcity or high demand to create a false sense of urgency, as well as visually highlighting one option over others, leading to its selection.
- Obstruction entails creating barriers that make it challenging for users to carry out their intended actions. Examples include difficulties canceling subscriptions, hiding prices, and automatic renewals, as well as adding extra steps to reach desired pages or features.
- Deception involves misleading users, prompting them to make decisions they had not intended. This can range from camouflaging ads as regular content to delays in displaying advertisements upon accidental clicks, or buttons that lead to different pages than expected.
- Compulsion involves forcing users to take actions they did not desire, such as automatic recurrent charges on a card or pre-selected options in online forms. Gamers may encounter grinding, where repetitive tasks are needed for rewards, and apps often push premium purchases through intrusive pop-up ads.
- Entanglement aims to keep users on a site or app longer than intended, achieved through continuous autoplay videos, endless content scrolling, and incessant notifications.
- Seduction focuses on emotionally impacting users, as messages that evoke emotional responses are more likely to go viral. For instance, headlines with surprises and