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Stop the Music!

How Advertising Can Help Stop College Students from Downloading Music Illegally

Brian Sheehan, James Tsao, James Pokrywczynski
DOI: 10.2501/JAR-52-3-309-321 Published 1 September 2012
Brian Sheehan
Syracuse University,
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  • For correspondence: bjsheeha@syr.edu
James Tsao
Syracuse University,
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  • For correspondence: jctsao@syr.edu
James Pokrywczynski
Marquette University,
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  • For correspondence: james.pokro@marquette.edu
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ABSTRACT

Digital-music piracy takes a heavy toll on the music industry and the U.S. economy. Losses are measured in the tens of billions of dollars. College students especially are problematic, downloading more than 1 billion illegal songs per year. This paper reports on a four-phase research project. Phases I and II mapped specific motivations for the behavior and attendant reinforcements and costs. Phase III tested a variety of advertising concept statements intended to reverse the behavior. Phase IV was an in-market survey of advertising campaigns across two college campuses. Two campaigns were significantly effective in reversing music piracy among college students.

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Vol 52 Issue 3

Journal of Advertising Research: 52 (3)
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Stop the Music!
Brian Sheehan, James Tsao, James Pokrywczynski
Journal of Advertising Research Sep 2012, 52 (3) 309-321; DOI: 10.2501/JAR-52-3-309-321

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Stop the Music!
Brian Sheehan, James Tsao, James Pokrywczynski
Journal of Advertising Research Sep 2012, 52 (3) 309-321; DOI: 10.2501/JAR-52-3-309-321
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