This paper presents comprehensive knowledge regarding dark patterns in OTA websites. The study further examines how hotels use dark pattern tactics as a marketing tool to influence consumers’ buying behavior in OTA websites by adopting stimulus-organism-response theory. The paper develops propositions and identifies potential moderators.

ABSTRACT
INTRODUCTION
THEORIES OF DECEPTION
DARK PATTERNS IN OTA WEBSITES
DARK PATTERN TACTICS AND CONSUMER BUYING BEHAVIOR
PROPOSITIONS
POTENTIAL MODERATORS
CONTRIBUTION TO RESEARCH AND PRACTICE
REFERENCES

• Woody G. Kim(Dedman School of Hospitality, Florida State University, USA)
• Souji Gopalakrishna Pillai(Dedman School of Hospitality, Florida State University, USA)