Do music pirates pay attention to anti-piracy messages? An empirical test exploring positive incentives

Steven C. Brown

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


Conventional anti-piracy messages have proven ineffective, with individuals engaging in illegal downloading successfully adapting to technical and legislative changes. With most anti-piracy messages emphasising the negative consequences (see d’Astous, Colbert & Montpetit, 2005) of piracy engagement, a consideration of alternative anti-piracy messages in the form of emphasising rewards for engagement in legal purchases of music was of interest. 261 participants (45.6 per cent male) with a mean age of 26.3 participated in an online questionnaire. Participants were allocated to one of four conditions (legal sales of music encourage future live performances, legal sales of music will allow fans greater access to exclusive content, legal sales of music will incorporate charitable donations and control) prior to responding to an original construct to measure attitudes towards music piracy (AMP-12). There was no effect of condition on piracy attitudes. Preference for digital music was indicative of more favourable pro-piracy attitudes. Discussion centres on the two principal areas of research on digital piracy – deterrents and predictive factors – where suggestions for future research are proposed based on a comprehensive literature review which highlights the need for multidisciplinary research.
Original languageEnglish
Title of host publicationThe British Psychology Society Cognitive Psychology Section Annual Conference 2012 Programme and Abstracts
Place of PublicationLeicester
PublisherBritish Psychological Society
Publication statusPublished - 29 Aug 2012
EventBritish Psychology Society Cognitive Psychology Section Annual Conference 2012 - Menzies Hotel, Glasgow, United Kingdom
Duration: 29 Aug 201231 Aug 2012


ConferenceBritish Psychology Society Cognitive Psychology Section Annual Conference 2012
CountryUnited Kingdom
Internet address


  • anti-piracy
  • illegal downloading
  • music
  • incewntives
  • digital music

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