Deceptively real online stores use emotional stories, local references and professional design to build trust with consumers and encourage them to buy. This is explained by Jan Michael Rasimus, neuromarketing specialist and head of the eye-tracking laboratory at the Baden-Württemberg Cooperative State University in Karlsruhe.

According to Rasimus, many fake shops today no longer present themselves as cheap offers with obvious flaws, but as touching, regional or traditional retailers. Invented stories are often told – for example, of an old family business in Hamburg, an artisan in need or the imminent loss of a traditional company. Such narratives appeal to emotional needs such as helpfulness or the feeling of a good deal and create a strong sense of trust.

Artificial intelligence significantly amplifies this effect. AI tools can be used to create text, images, reviews and even chat functions quickly and professionally. As a result, many classic identifying features such as clumsy language or poor translations disappear. The shops look smooth, local and emotionally convincing.

From the perspective of perceptual psychology, user behavior also plays a major role. Many people only scan websites superficially and pay particular attention to elements that trigger positive emotions – such as beautiful pictures, discounts or touching stories. Imprint, terms and conditions, return conditions or rights of withdrawal, on the other hand, are often not consciously exercised. Eye-tracking studies show that first impressions often overshadow critical scrutiny.

It becomes particularly dangerous when emotional closeness is combined with time pressure. Terms such as “only today”, “last chance” or “impending ruin” create a sense of urgency that pushes rational doubt into the background. Social media advertising further enhances this effect because the ads appear in the familiar feed and look less like classic advertising.

Rasimus recommends a simple strategy: The more emotionally or time-consuming a shop is pressing, the slower you should become. Specifically, he advises not to open the shop directly from an advertisement, but to search separately and combine it with terms such as “experience”, “fake” or “fraud”. In addition, the imprint, address, contact options, return conditions and payment methods should be carefully examined.

The German Environmental Aid and consumer advice centres have been warning against such fake shops for some time and offer testing tools. Typical warning signs are missing or unclear provider data, exaggerated discounts, advance payment demands, hard-to-reach retailers or return addresses outside Europe.

The current development shows that AI-supported manipulation in online retail is becoming more and more sophisticated. Rasimus advocates understanding digital literacy as the ability to critically question one’s own first impression.

Editor: X-Press Journalistenbüro GbR

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