The study employs two experiments to examine the effectiveness of various strategies used to dissuade consumers from downloading music illegally. The research investigates two specific strategies that the recording industry has used: (1) fear or threat appeals (e.g., the threat of punishment, such as fines and/or jail time), and (2) attribution of harm (informing consumers of the harm caused by the illegal downloading of music, such as financial loss to either the artist or the recording company). The study also considers whether past illegal downloading behavior reduces the effectiveness of these disincentive strategies. Finally, the impact of subjective norms (i.e., whether subjects think their friends would approve of downloading music) was also investigated.
A 3 (level of threat: low, moderate, or high) X 2 (who is harmed by illegal downloading: artist or recording company) experimental design was employed for study one. Undergraduate students (n = 388) participated in the study. Study two expanded on the design of the first study by adding a variable of subjective norms and by including previous downloading behavior in the model. Undergraduate students (n = 211) also participated in the second experiment.
Findings indicate a significant effect of threat appeal such that stronger threat appeals were found to be more effective than weaker threat appeals in reducing illegal downloading. The first study also showed that prior illegal downloading behavior does not curtail the effects of threat appeals aimed at reducing illegal downloading. In addition, results reveal no differences in downloading behavior in terms of attribution of harm deterrent strategy (harm to either the recording artist or company). The most interesting finding from the second study is that subjective norms appear to equalize low versus high past downloaders, but only under conditions of weak fear.
The current manuscript is the first to examine the impact of four different variables (threat appeals, attribution of harm, subjective norms, and previous downloading behavior) on subjects' likelihood to illegally download music in the future. In particular, this research illuminates the potential importance of social norms in discouraging a type of undesirable consumer behavior but shows that this occurs only under a restricted set of conditions: when threat is low and the consumer is not a habitually high downloader. It should be of interest to those in fields where intellectual property can be pirated on the Internet.
AbstractIn this study, we focus on the role of social functioning on consumer behavior, exploring social media use as a mediating factor. In order to facilitate our identification of social functioning competence as a factor, we increased the range by including a subgroup of respondents who identified themselves as being on the autism spectrum. Indeed, this group stood out as having difficulties in getting along with persons they interact with at school, at work and at home. We used these measures to define an individual differences index of social functioning that we call Quality of Social Functioning (QoSF). In a preliminary report, we showed that this index was predictive of social media use and its influence, with those scoring higher reacting more favorably and utilizing more of its features. In the main study, we focused on the content of social media posts by providing photos of posts that depicted either group activities or individual activities. Those scoring lower on our index gave lower ratings of posts in general, but especially for those posts depicting group activities. Results are discussed in terms of the important role of social functioning in the use of social media and its content as a vehicle for informing consumer behavior. We describe how the results of our study and related studies can be used by marketers to improve the lives of especially vulnerable consumers.
