Improving the Effectiveness of Anti-Piracy Educational Deterrence Efforts: The Role of Message Frame, Issue Involvement, Risk Perception, and Message Evidence on Perceived Message Effectiveness

Abstract

The objective of this study is to explore methods to improve the effectiveness of anti-piracy educational deterrence efforts. We studied the effects of message framing (positive vs. negative), issue involvement (high vs. low), risk perception (high vs. low), and message evidence (anecdotal vs. statistical) on the perceived effectiveness of an anti-piracy campaign message. Our experimental results suggest that message frame alone does not have an impact on perceived message effectiveness. However, the effect of message framing is moderated by issue involvement, risk perception, and message evidence. Specifically, a positively framed message is more effective for individuals with low issue involvement, high perceived piracy risk, and who are exposed to anecdotal evidence. In contrast, a negatively framed message is more effective for individuals with high involvement, low risk, and who are exposed to statistical evidence.

Verifying the usefulness of the theory of planned behavior model for predicting illegal use of online content: the role of outcome expectancies and social loafing

“…These results have both policy and educational implications. First, young people should be made aware of the significantly negative social norms regarding illegal online content use by strengthening laws or media campaigns [ 47 ]. In addition to the legal punishment for those who illegally use online content, felony punishment for those who provide the devices or networks that supply illegal online content could lower young people’s perceived behavioral control regarding engagement in illegal online content use.…”

A Segmentation Study of Digital Pirates and Understanding the Effectiveness of Targeted Anti-Piracy Communication

“…We believe the cognitive appraisal of risk perception and targeted educational programs could represent an alternative to the negative emotional responses of those who engaged in digital piracy. Prior studies also suggest that educational deterrence efforts are an effective way to dissuade consumers from downloading and streaming illegal content [9,73]. In the second study, we developed targeted anti-piracy campaign messages appealing to the specific pirating segments, and examined whether and how four pirating segments respond to these educational campaigns.…”

“…We developed anti-piracy messages based on Facebook's "No Piracy" initiative and the Microsoft piracy website (www.microsoft.com/piracy) to keep the manipulation and educational campaigns as realistic as possible. The effectiveness of the message can be enhanced by including statistical evidence [73,77,78]. Prior studies showed that statistical evidence is effective since statistics provide a logical explanation and systematically represent a larger population.…”

Digital displacement of youth offending: scoping and understanding the issue

“…Piracy can occur on a single-title basis using peer-to-peer file sharing (Jennings and Bossler, 2020) but also increasingly occurs with the use of infringing services that aggregate content from legitimate streaming sites (NAGRA, 2020). It is acknowledged that media piracy for personal use is not widely prosecuted (FACT, 2017; Jeong et al , 2020). However, the increase in prevalence may be significant given the known links between media piracy and other types of digital offending and harms, including hacking, cyberbullying and online dating violence, and traditional offline offending (Chen et al , 2021; Lee et al , 2018; Udris, 2016; Yubero et al , 2017.…”