Brian Sheehan, Associate Professor Syracuse University James Tsao, Professor Syracuse University

1. Motivations for Gratifications of Digital Music Piracy Among College Students: Phase III Concept Testing Brian Sheehan, Associate Professor Syracuse University James Tsao, Professor Syracuse University Jim Pokrywczynski, Associate Professor Marquette University

2. Significance • 95% of all music downloaded digitally worldwide is pirated. • Industry revenue declined $1.7 billion globally in 2009. • Total “lost revenue” estimated at over $3.7 billion per annum in US alone. Sources: New York Times 1/21/10; IFPI Digital Music Report 2008

3. Three Stages • Qualitative—Cognitive Map • Quantitative—Confirmation of cognitive map • Experimental—Testing ad concepts: impact on behavior

4. Cognitive Map

5. Hypotheses • Motivations for piracy will be reversed… • H1: If costs currently perceived as minor (i.e., fines and viruses) can be repositioned as major • H2: If certain reinforcements of the behavior (i.e., social acceptance and anti-artist/anti-industry bias) • H3: If a new, more powerful cost could be introduced (i.e., hurting the ability to get a job after school)* *JED Foundation: 60% of college students worried about getting a job after graduation

6. Methodology • 415 students • Two universities: East/Mid-West; Large/Small • 10 random groups (8 concept groups, 2 control groups) • Dependent variables (pre and post): • “How often do you think you will download music using a legal program?” • “How often do you think you will download music using an illegal program?”

7. Results

11. Results • H1 mostly supported (strongly supported for viruses) • H2 not supported • H3 strongly supported

12. Further Study • Successful concepts will be executed as ads on each campus and measured for in-market effectiveness. • Link between economic and social effects during a recession interesting for further study.