Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The Effect of Menu Depth onGeneration Z Users’ ConsentDecisions and Perceived Controlin Cookie Banners: A mixed-methods study of dark patterns andinformed consent in cookie banners
Jönköping University, School of Engineering, JTH, Department of Computer Science and Informatics.
Jönköping University, School of Engineering, JTH, Department of Computer Science and Informatics.
2026 (English)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesis
Abstract [en]

Websites are required to obtain user consent for data tracking, yet interface designsoften employ dark patterns like menu depth to steer users toward privacy-invasivechoices. This study investigates how the number of interaction steps required to rejectcookies influences Generation Z users’ decisions (RQ1) and perceived control (RQ2).A mixed-methods approach was used to test 18 participants in a controlledenvironment using a custom mock e-commerce platform. Participants navigated threebanner conditions (1-step, 2-step, and 3-step structures) through a balanced LatinSquare design. Data collection combined quantitative interaction tracking withqualitative think-aloud protocols and semi-structured interviews.The results showed a descriptive trend where acceptance rates rose from 61% in the 1-step condition to 78% in deeper menu structures. Qualitatively, a clear negativerelationship between menu depth and perceived control emerged. As interaction effortincreased, participants’ subjective sense of agency diminished, prompting them toprioritize speed over actual privacy preferences.The study concludes that Generation Z’s preference for rapid interactions makes themhighly susceptible to consent fatigue. Menu depth functions as a structural obstructionthat compromises meaningful consent. These findings emphasize that UX design mustensure refusal is as seamless as acceptance to uphold privacy regulations.

Place, publisher, year, edition, pages
2026. , p. 41
Keywords [en]
Cookie Banners, Dark Patterns, Menu Depth, Perceived Control, GDPR, Human-Computer Interaction (HCI), Generation Z, Choice Architecture
National Category
Information Systems
Identifiers
URN: urn:nbn:se:hj:diva-71826OAI: oai:DiVA.org:hj-71826DiVA, id: diva2:2067355
Subject / course
JTH, Informatics
Supervisors
Examiners
Available from: 2026-06-09 Created: 2026-06-07 Last updated: 2026-06-09Bibliographically approved

Open Access in DiVA

fulltext(869 kB)95 downloads
File information
File name FULLTEXT01.pdfFile size 869 kBChecksum SHA-512
a58039b1fe9c1dc4965cffeb9bef2543f786bcba929a37aa4410cd81ab8bc5dcf2b985ce476990fca77cd99544964585bdf3c94f6e9c2410ea0af778d2100557
Type fulltextMimetype application/pdf

By organisation
JTH, Department of Computer Science and Informatics
Information Systems

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 155 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf