Attitudes towards music piracy: the impact of positive anti-piracy messages and contribution of personality

Steven C. Brown

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

Abstract

Conventional anti-piracy strategies have been largely ineffective, with pirates adapting successfully to legal and technological changes. The present research aims to address the two principal areas of research – predictive factors and deterrents – in a novel way with personality being considered as a potential predictive factor and positive anti-piracy messages proposed as a potentially effective deterrent. 261 participants (45.6% male) with a mean age of 26.3 participated in an online questionnaire, outlining their music consumption preferences and completing the 60-item version of the Hexaco PI-R (Lee and Ashton, 2004) before being allocated to one of four conditions: legal sales of music encourage future live performances, legal sales of music allow fans greater access to exclusive content, legal sales of music will incorporate charitable donations and a control. Participants’ attitudes towards music piracy were then measured using an original construct (AMP-12). Condition had no effect on piracy attitudes where personality was a significant predictor, with participants scoring higher on the AMP-12 scoring lower on honesty-humility and conscientiousness and higher on openness. Openness emerged as a key individual difference, with participants scoring higher on this trait demonstrating a greater likelihood to favour vinyl, re-mastered versions of albums and listening to live recordings. Crucially, preference for digital music was a significant predictor of pro-piracy attitudes. Several demographic differences were also observed which point towards a gender-segmented approach in appeasing individuals engaging in music piracy as well as accommodating the increasing trend for digital music. Implications for future anti-piracy strategies are discussed.
LanguageEnglish
Title of host publicationProceedings of the ICMPC-ESCOM 2012 Joint Conference
Subtitle of host publication12th Biennial International Conference for Music Perception and Cognition and 8th Triennial Conference of the European Society for the Cognitive Sciences of Music
EditorsEmilios Cambouropoulos, Costas Tsougras, Panayotis Mavromatis, Konstantinos Pastiadis
Place of PublicationThessaloniki
Pages153-158
Number of pages6
Publication statusPublished - 2012
EventJoint Conference of the 12th International Conference on Music Perception and Cognition and the 8th Triennial Conference of the European Society for the Cognitive Sciences of Music - Porto Palace Hotel and Conference Center, Thessaloniki, Greece
Duration: 23 Jul 201228 Jul 2012
http://icmpc-escom2012.web.auth.gr/

Conference

ConferenceJoint Conference of the 12th International Conference on Music Perception and Cognition and the 8th Triennial Conference of the European Society for the Cognitive Sciences of Music
Abbreviated titleICMPC – ESCOM 2012
CountryGreece
CityThessaloniki
Period23/07/1228/07/12
Internet address

Fingerprint

Music
Personality
Adenosine Monophosphate
Piracy
Research
Individuality
Demography
Scoring

Keywords

  • music piracy
  • attitudes
  • anti-piracy
  • deterrents
  • predictive factors
  • demographics
  • digital music

Cite this

Brown, S. C. (2012). Attitudes towards music piracy: the impact of positive anti-piracy messages and contribution of personality. In E. Cambouropoulos, C. Tsougras, P. Mavromatis, & K. Pastiadis (Eds.), Proceedings of the ICMPC-ESCOM 2012 Joint Conference: 12th Biennial International Conference for Music Perception and Cognition and 8th Triennial Conference of the European Society for the Cognitive Sciences of Music (pp. 153-158). Thessaloniki.
Brown, Steven C. / Attitudes towards music piracy : the impact of positive anti-piracy messages and contribution of personality. Proceedings of the ICMPC-ESCOM 2012 Joint Conference: 12th Biennial International Conference for Music Perception and Cognition and 8th Triennial Conference of the European Society for the Cognitive Sciences of Music . editor / Emilios Cambouropoulos ; Costas Tsougras ; Panayotis Mavromatis ; Konstantinos Pastiadis. Thessaloniki, 2012. pp. 153-158
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title = "Attitudes towards music piracy: the impact of positive anti-piracy messages and contribution of personality",
abstract = "Conventional anti-piracy strategies have been largely ineffective, with pirates adapting successfully to legal and technological changes. The present research aims to address the two principal areas of research – predictive factors and deterrents – in a novel way with personality being considered as a potential predictive factor and positive anti-piracy messages proposed as a potentially effective deterrent. 261 participants (45.6{\%} male) with a mean age of 26.3 participated in an online questionnaire, outlining their music consumption preferences and completing the 60-item version of the Hexaco PI-R (Lee and Ashton, 2004) before being allocated to one of four conditions: legal sales of music encourage future live performances, legal sales of music allow fans greater access to exclusive content, legal sales of music will incorporate charitable donations and a control. Participants’ attitudes towards music piracy were then measured using an original construct (AMP-12). Condition had no effect on piracy attitudes where personality was a significant predictor, with participants scoring higher on the AMP-12 scoring lower on honesty-humility and conscientiousness and higher on openness. Openness emerged as a key individual difference, with participants scoring higher on this trait demonstrating a greater likelihood to favour vinyl, re-mastered versions of albums and listening to live recordings. Crucially, preference for digital music was a significant predictor of pro-piracy attitudes. Several demographic differences were also observed which point towards a gender-segmented approach in appeasing individuals engaging in music piracy as well as accommodating the increasing trend for digital music. Implications for future anti-piracy strategies are discussed.",
keywords = "music piracy, attitudes, anti-piracy, deterrents, predictive factors, demographics, digital music",
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Brown, SC 2012, Attitudes towards music piracy: the impact of positive anti-piracy messages and contribution of personality. in E Cambouropoulos, C Tsougras, P Mavromatis & K Pastiadis (eds), Proceedings of the ICMPC-ESCOM 2012 Joint Conference: 12th Biennial International Conference for Music Perception and Cognition and 8th Triennial Conference of the European Society for the Cognitive Sciences of Music . Thessaloniki, pp. 153-158, Joint Conference of the 12th International Conference on Music Perception and Cognition and the 8th Triennial Conference of the European Society for the Cognitive Sciences of Music, Thessaloniki, Greece, 23/07/12.

Attitudes towards music piracy : the impact of positive anti-piracy messages and contribution of personality. / Brown, Steven C.

Proceedings of the ICMPC-ESCOM 2012 Joint Conference: 12th Biennial International Conference for Music Perception and Cognition and 8th Triennial Conference of the European Society for the Cognitive Sciences of Music . ed. / Emilios Cambouropoulos; Costas Tsougras; Panayotis Mavromatis; Konstantinos Pastiadis. Thessaloniki, 2012. p. 153-158.

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

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Brown SC. Attitudes towards music piracy: the impact of positive anti-piracy messages and contribution of personality. In Cambouropoulos E, Tsougras C, Mavromatis P, Pastiadis K, editors, Proceedings of the ICMPC-ESCOM 2012 Joint Conference: 12th Biennial International Conference for Music Perception and Cognition and 8th Triennial Conference of the European Society for the Cognitive Sciences of Music . Thessaloniki. 2012. p. 153-158