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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
