Stop the Music: How Advertising Can Help Stop College Students from Downloading Music Illegally
Document Type
Article
Language
eng
Format of Original
13 p.
Publication Date
9-2012
Publisher
World Advertising Research Center
Source Publication
Journal of Advertising Research
Source ISSN
0021-8499
Original Item ID
doi: 10.2501/JAR-52-3-309-321; Shelves: HF 5801 .J6 Memorial Lower Level
Abstract
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.
Recommended Citation
Sheehan, Brian; Tsao, James; and Pokrywczynski, Jim, "Stop the Music: How Advertising Can Help Stop College Students from Downloading Music Illegally" (2012). College of Communication Faculty Research and Publications. 105.
https://epublications.marquette.edu/comm_fac/105
Comments
Journal of Advertising Research, Vol. 52, No. 3 (September 2012): 309-321. DOI.