Running out of time(rs): effects of scarcity cues on perceived task load, perceived benevolence and user experience on e-commerce sites

Online vendors often deploy limited-time and limited-quantity cues on their e-commerce sites to influence consumers purchase decisions. Although these scarcity cues can reflect genuine restrictions in the availability of goods, they are increasingly considered as ill-intentioned nudges or ‘dark patterns’ due to their omnipresence and success in persuading consumers. In an online experiment (N = 202), we examined the effects of limited-time and limited-quantity cues on perceived task load, perceived benevolence, and user experience. Results suggest that participants associated scarcity cues with a lack of benevolence from online vendors. E-commerce site design without scarcity cues provided participants with a superior hedonic and pragmatic user experience. In the case of limited-time scarcity cues, participants reported frustration-related negative emotions. We discuss the implications of these findings from the perspectives of dark pattern researchers, designers, and online vendors.