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 Brian Sheehan
A1 James Tsao
A1 James Pokrywczynski
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.