Stop the Music: How Advertising Can Help Stop College Students from Downloading Music Illegally
Format of Original
World Advertising Research Center
Journal of Advertising Research
Original Item ID
doi: 10.2501/JAR-52-3-309-321; Shelves: HF 5801 .J6 Memorial Lower Level
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.