PT  - JOURNAL ARTICLE
AU  - Brian Sheehan
AU  - James Tsao
AU  - James Pokrywczynski
TI  - Stop the Music!
AID  - 10.2501/JAR-52-3-309-321
DP  - 2012 Sep 01
TA  - Journal of Advertising Research
PG  - 309--321
VI  - 52
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/52/3/309.short
4100  - http://www.journalofadvertisingresearch.com/content/52/3/309.full
SO  - J Advert Res2012 Sep 01; 52
AB  - 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.