Abstract
The ecommerce has various methods how to attract the
consumers and use various models of manipulating consumers that are called dark
patterns. The topic of manipulating consumers has been analysed in the
scientific literature; the research on the impact of manipulating consumers has
been carried out, but the scope of research is not sufficient. This article
serves to expand understanding the consumers attitude to manipulating consumers
in e-commerce, to find out the scope of manipulation they consider to be
applied on them, and to analyse the encountered manipulation situations and
their impact. The results reveal the strength of impact of manipulative
situations and the degree of manipulations.
