IP Outreach Research > IP Crime
Reference
Title: | Music Piracy on the Web - How Effective are Anti-Piracy Arguments? Evidence from the Theory of Planned Behaviour |
Author: | Alain d'Astous and François Colbert [HEC Montréal], Daniel Montpetit [MARCON-DDM] |
Source: | Journal of Consumer Policy 28, no. 3: 289-310 |
Year: | 2005 |
Details
Subject/Type: | Piracy |
Focus: | Music |
Country/Territory: | Canada |
Objective: | To test the effectiveness of three different types of anti-piracy arguments: (1) negative personal consequences, (2) negative consequences for the artists and (3) unethical nature of music piracy. |
Sample: | 139 randomly selected business students from one university |
Methodology: | Four questionnaires which were essentially the same except for the introduction which presented different anti-piracy arguments to each group |
Main Findings
The intention to swap music online depends on the following factors: attitude toward music piracy; perception that significant others approve of this behaviour; perceived personal competency in the behaviour. Past experience in swapping music online had a strong influence on one's intention to do it again.
The anti-piracy arguments presented did not produce significant changes in the behavioural dynamics underlying music piracy. The authors suggest that this may be due to the inconsistency between anti-piracy messages and other messages convincing consumers of the benefits of (legal) online music.
[Date Added: Aug 12, 2008 ]