PT - JOURNAL ARTICLE AU - Sheehan, Brian AU - Tsao, James AU - Pokrywczynski, James 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.