Unmasking deceptive design: a literature review using topic modeling on publications about dark patterns

Purpose The purpose of this study is to analyze publications on deceptive design indexed in the Scopus database, with a focus on identifying the yearly evolution of terminology and proposing a thematic classification that captures the most relevant research trends in this field. Design/methodology/approach The analysis was conducted in two stages. First, topic modeling was applied to article abstracts, organized by year of publication, to detect thematic structures. Second, grounded theory coding was used to classify and interpret the generated topics, enabling the construction of higher-level conceptual categories. Findings This study identifies an evolutionary model comprising four major themes: limited empirical evidence and problematic perspectives on deceptive design; reward systems and ethical practices in gaming; manipulation and deceptive design in consumer behavior; and deceptive design and user experience in online social environments. Practical implications The results can help designers, policymakers and businesses identify the evolution of deceptive design, anticipate regulatory or ethical concerns and develop strategies that promote more transparent and user-centered digital environments. Originality/value This study presents a novel evolutionary model of deceptive design research, combining computational and qualitative approaches. It not only synthesizes existing knowledge but also highlights underexplored areas, providing a roadmap for future investigations.