Bad trap: Fraudulent online sites are becoming increasingly difficult to recognize because they appear increasingly professional visually and technically. But that’s not the only reason why it’s becoming easier for us to fall for fake shops, as a neuromarketing expert explains. Fraudsters are now specifically exploiting our emotions and weaknesses in our perception to manipulate us. But what does this mean in practice? And how can you still recognize fake shops?
Fraudulent online shops have been around for a long time. But today they no longer seem cheap and cobbled together, but rather impress with their serious appearance, supposedly regional origins, emotional images and touching backstories. Neuromarketing expert Jan Michael Rasimus from the Baden-Württemberg Cooperative State University Karlsruhe has researched why we keep falling for such shops despite all caution. He explains why our brain is particularly vulnerable to certain signals.
Emotional content inspires compassion and trust
Fake shops are no longer just poorly translated websites with noticeable errors. Such online sites are increasingly presenting highly emotional, fictitious stories: a long-established fashion house from Hamburg that promises big discounts at the last sale, an elderly craftswoman whose big dream is in danger of falling apart, or a family business that has to close after many generations.
Such stories often appeal to people’s willingness to help. The purchase no longer just seems like a good offer, but rather like support for a small business, a life’s work or a supposedly threatened existence. “Many fake shops don’t first sell a product, but rather an emotional backdrop of trust,” says Rasimus. “The brain receives a coherent story, appropriate images and clear signals. This quickly creates the feeling: This looks serious, this feels good, I can buy here without hesitation.”
AI makes fraud more credible
The fact that such shops appear so professional today is also due to new technical possibilities. AI tools generate product texts, founder stories, reviews, translations, images and service chats with little effort. Together with modular systems, simple payment solutions and automated social media advertising, such shops can be set up and spread quickly.
“AI also takes away many of the old identifying features of fraud,” explains Rasimus. “What once stood out because of awkward language, bad images or strange wording can now seem smooth, local and emotionally convincing.” AI is also used in social media to advertise the fake shop or supposed bargains on these online platforms using fake images or videos from well-known influencers.
Selectively scanned instead of carefully examined
From the perspective of perceptual psychology, it is particularly problematic that people do not read websites completely, but rather scan them selectively. “Many people think they have checked a shop, but in fact they have often seen the areas that should catch their eye,” explains Rasimus. “Imprint, return address, payment conditions, general terms and conditions or cancellation rules are often not even consciously processed.” This can also be proven very easily using eye tracking (gaze analysis), but it has nothing to do with naivety.
Online shopping is fast, visual and convenient. If the name, design, story, reviews and offer fit together, there is little “friction” in the mind. The shop feels coherent. And what appears to be coherent is often examined less critically. This makes it all the more important to pay attention to warning signals. These include missing or unclear provider information, unusually high discounts, fantasy seals of approval, payment only in advance or return addresses outside of Europe. For example, you should be aware if a supposedly German shop only allows returns to Asia at your own expense.
Emotions and time pressure crowd out skepticism
It becomes particularly effective when supposed emotional closeness and supposed time pressure come together. This is the case when, in addition to trust-inspiring attributes such as a German dealer or city name, the touching dealer history and seals of quality, there are also high discounts with reference to time-limited offers. For our brain, this is a powerful stimulus and invitation to rash action. Possible doubts then often fade into the background.
“The most dangerous moment is not the click itself. It is the moment before, when enthusiasm, compassion, time pressure and a good feeling overtake the critical examination,” says Rasimus. “Our brain loves coherent stories. That’s why we should slow down when a shop seems particularly touching, local and urgent.” Social media amplifies this effect. An ad posted on Facebook, Instagram, etc. does not appear like advertising from an unknown retailer, but rather as part of the familiar feed. Between private contributions, entertainment and recommendations, she seems less alien. This reduces skepticism.
This is how you can protect yourself
In order not to fall for fake shops, Rasimus recommends a simple rule of thumb: “The harder a shop is, the slower you should be.” In concrete terms, this means: For example, you should not buy directly from a social media ad, but rather search for the shop separately on the Internet. Search queries with the shop name and terms such as “experience”, “fake”, “review” or “return” are helpful. You should also carefully check the imprint, address, contact options, return conditions, payment methods and general terms and conditions.
“Digital competence also means not immediately taking your own first impression as a judgment,” emphasizes the expert. “It is often precisely this short break that is the best protection against fake shops.” Warning lists of problematic shops, such as Trusted Shops, can also provide initial information. Consumer advice centers also warn against fake shops and offer a free checking tool called the fake shop finder.
Source: Baden-Württemberg Cooperative State University Karlsruhe