RT Journal Article SR Electronic T1 Stop the Music! JF Journal of Advertising Research JO J Advert Res FD WARC SP 309 OP 321 DO 10.2501/JAR-52-3-309-321 VO 52 IS 3 A1 Sheehan, Brian A1 Tsao, James A1 Pokrywczynski, James YR 2012 UL http://www.journalofadvertisingresearch.com/content/52/3/309.abstract 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.