Stop the Music! How Advertising Can Help Stop College Students from Downloading Music Illegally
Brian Sheehan and James Tsao
Syracuse University
James Pokrywczynski
Marquette University
Management slant
- This was a four-phase study that identified motivations for illegal music downloading among college students over a 2-year period, confirmed them quantitatively, and tested advertising concepts for their ability to significantly change behavior.
- Three key motivations were identified: economic utility, collection utility, and social utility. Of the three, social utility was a new and powerful insight.
- Of numerous advertising concepts tested to impact these utilities and change illegal downloading behavior, two...