IP Outreach Research > IP Crime
Reference
| Title: | Digital piracy of MP3s: consumer and ethical predispositions |
| Author: | Steven Lysonski and Srinivas Durvasula [Marquette University] |
| Source: | Journal of Consumer Marketing 25, no. 3: 167-178 |
| Year: | 2008 |
Details
| Subject/Type: | Piracy |
| Focus: | Music |
| Country/Territory: | United States of America |
| Objective: | To examine the present state of downloading and how ethical orientation and attitudes towards MP3 piracy impact such activities. |
| Sample: | 364 university students |
| Methodology: | Questionnaire |
Main Findings
94% of those surveyed have engaged at one time in downloading music without paying for it. During the past 6 months, 69% have done so at least once, and 25% have downloaded seven or more songs. Only 13% pay for downloaded songs, and 57% affirm planning on downloading more songs in the next six months. Past downloading is predictive of future downloading.
While the argument that music piracy is not a “victimless crime” is well known (84% have heard of this), it is not influencing downloading behaviour. The argument that illegal downloading hurts new artists is less well known (by 34%) and does not affect downloading either. This lets the authors conclude that appeals to the conscience have at best a limited impact.
No link is found between ethical orientation and attitudes towards piracy of MP3s: there appears to be no connexion between a student’s ethical nature and their social and ethical beliefs about downloading. Neither is ethical orientation found to be related to downloading intentions. However, fear of punishment (i.e. consequence of downloading) does have a negative impact on the intention to download.
Stealing a physical CD is deemed very unlikely by respondents; however, downloading a CD is seen as more acceptable, and even more so if the artist is a rich and successful one. Generally, students perceive their peers as more likely to steal music in stores or online, as compared to themselves. This decision is influenced by ethics: ethical idealism makes both stealing online and in stores unlikelier. Thus, increasing ethical idealism may help reduce piracy; however, it is largely a product of how one is socialised in earlier life and therefore difficult to change.
Rightholders should thus focus on the consequences of being caught downloading: if sanctions are viewed as severe, then they are likely to lead to fewer downloads. Parallelly, the music industry should “nudge young people into a more cooperative arrangement” by making legal music downloading more affordable.
[Date Added: Oct 22, 2008 ]