Let’s admit it, we in the consumer web industry are in the manipulation business. We build products meant to persuade people to do what we want them to do. We call these people “users” and even if we don’t say it aloud, we secretly wish every one of them would become fiendishly addicted.
Users take our technologies with them to bed. When they wake up, they check for notifications, tweets, and updates before saying “good morning” to their loved ones. Ian Bogost, the famed game creator and professor, calls the wave of habit-forming technologies the “cigarette of this century” and warns of equally addictive and potentially destructive side-effects.
When Is Manipulation Wrong?
Manipulation is a designed experience crafted to change behavior — we all know what it feels like. We’re uncomfortable when we sense someone is trying to make us do something we wouldn’t do otherwise, like when at a car dealership or a timeshare presentation.
Yet, manipulation can’t be all bad. If it were, what explains the numerous multi-billion dollar industries that rely heavily on users willfully submitting to manipulation? If manipulation is a designed experience crafted to change behavior, then Weight Watchers, one of the most successful mass-manipulation products in history, fits the definition.
Much like in the consumer web industry, Weight Watchers customers’ decisions are programed by the designer of the system. Yet few question the morality of Weight Watchers. But what’s the difference? Why is manipulating users through flashy advertising or addictive video games thought to be distasteful while a strict system of food rationing is considered laudable?