IP Outreach Research > IP Crime
Reference
Title: | Preventing Digital Music Piracy: The Carrot or the Stick? |
Author: | Rajiv K Sinha and Naomi Mandel [Arizona State University] |
Source: | Journal of Marketing 72, no.1: 1-15 |
Year: | 2008 |
Details
Subject/Type: | Piracy |
Focus: | Music |
Country/Territory: | United States of America |
Objective: | To ascertain the factors that govern consumers' willingness to pirate a digital product. |
Sample: | 386 undergraduate students; 273 business undergraduate students; 165 undergraduate business students |
Methodology: | Three questionnaires (administered in 2004, 2005 and 2006) completed for partial course credit |
Main Findings
Negative incentives (e.g. perceived risk of piracy) are a strong deterrent for certain consumers, but can actually increase piracy tendencies for others. Conversely, positive incentives (e.g. improved functionality of legal online music stores) can significantly reduce the tendency to pirate among all the consumer segments studied.
[Date Added: Aug 12, 2008 ]