D'Astous, Colbert and Montpetit (2005)
|D'Astous, Colbert and Montpetit (2005)|
|Title:||Music piracy on the web - how effective are anti-piracy arguments? Evidence from the Theory of Planned Behaviour|
|Author(s):||D'Astous, A., Colbert, F., Montpetit, D.|
|Citation:||d’Astous, A., Colbert, F., & Montpetit, D. (2005). Music piracy on the web–how effective are anti-piracy arguments? Evidence from the theory of planned behaviour. Journal of Consumer Policy, 28(3), 289-310.|
|Link(s):||Definitive , Open Access|
|Key Related Studies:|
|Linked by:||Chen and Yen (2011), Ingram and Hinduja (2008), Lysonski and Durvasula (2008)|
|About the Data|
|Data Description:||A dataset of 139 business students from a large Canadian business school.|
|Data Type:||Primary data|
|Secondary Data Sources:|
|Data Collection Methods:|
|Data Analysis Methods:|
|Cross Country Study?:||No|
|Government or policy study?:||No|
|Time Period(s) of Collection:||
"This article presents the results of an experiment in which three different types of anti-piracy arguments were tested among 139 young adult consumers susceptible to engage in swapping music over the Internet: (1) stressing the negative personal consequences of pirating music, (2) stressing the negative consequences for the artists, and (3) stressing the unethical nature of this behaviour. The psychological determinants of music piracy behaviour were modeled in part with (1991) Ajzen’s theory of planned behaviour. The results show that the intention to swap music on-line depended on one’s attitude toward music piracy, one’s perception that important others want that this behaviour be performed, and one’s perceived competency in doing so. In addition, having swapped music on-line in the past had a strong influence on one’s intention to do it again. Contrary to expectations, the anti-piracy arguments had no significant impact on the behavioural dynamics underlying on-line music piracy."
Main Results of the Study
The framework presented in the article adds two variables to the original theory of planned behavior (Ajzen,2002), i.e., past behaviour and ethical predispositions, as well as some mediating effects, and it argues that:
- The decision to engage in the illegal action of swapping music is "founded on one’s attitude toward music piracy, one’s perception that important others want him or her to do so, and one’s perceived capabilities to actually perform this behaviour."
- "Having swapped music in the past appears to exert a strong influence on one’s intention to do it again."
- "The more a person thinks that music piracy is a normal, habitual behaviour, the more favourable his or her attitude toward this behaviour, and the greater the likelihood of engaging again in this behaviour."
- This study shows that the arguments used by anti-piracy advocates to convince consumers not to engage in on-line music piracy may not be as effective as some would think.
Policy Implications as Stated By Author
- The study suggests that future attempts at limiting the expansion of music piracy should primarily target younger consumers.
- Strategies employed to make pirates aware of the negative consequences of their actions such as letting them know that their actions hurt the artists and the music industry, or stimulating their deep moral values, will unlikely have any impact on attitudes toward and intentions to engage in music piracy.
- Although the ineffectiveness of these strategies could have numerous causes, the inconsistency of messages sent to consumers appears to be the most important cause.
Coverage of Study
|Level of aggregation:||University students|
|Period of material under study:||2005|