Can filesharers be triggered by economic incentives? Results of an experiment

Illegal filesharing on the internet leads to considerable financial losses for artists and copyright owners as well as producers and sellers of music. Thus far, measures to contain this phenomenon have been rather restrictive. However, there are still a considerable number of illegal systems, and users are able to decide quite freely between legal and illegal downloads because the latter are still difficult to sanction. Recent economic approaches account for the improved bargaining position of users. They are based on the idea of revenue-splitting between professional sellers and peers. In order to test such an innovative business model, the study reported in this article carried out an experiment with 100 undergraduate students, forming five small peer-to-peer networks.The networks were confronted with different economic conditions.The results indicate that even experienced filesharers hold favourable attitudes towards revenue-splitting.They seem to be willing to adjust their behaviour to different economic conditions

Online consumer misbehaviour: an application of neutralization theory

Studies have argued that misbehaviour by customers is becoming increasingly prevalent in certain sectors. However, online consumer misbehaviour is comparatively under-researched. The focus of the current study is peer-to-peer activities, including copying music, movies, software or video games: a phenomenon which affects the entertainment sector as a whole and costs the industry billions of pounds each year. Neutralization theory provides a potentially fruitful perspective from which to explore consumer justifications and rationalizations for their online misbehaviour. The aim of this paper is to explore the extent to which peer-to-peer users employ techniques of neutralization to justify prior-to behaviour or rationalize their activities post behaviour. First, a review of online customer misbehaviour is provided, followed by an overview of existing research into the techniques of neutralization. Following a discussion of the research methods employed, findings regarding the peer-to-peer online misbehaviours and neutralization techniques are presented. Data analysis reveals that peer-to-peer file-sharers employ (often multiple) techniques of neutralization in order to pre-justify or post-event rationalize their activities, including: denial of victim; denial of injury; denial of responsibility; claim of normality; claim of relative acceptability; justification by comparison; and appeal to higher loyalties. The paper concludes with a series of implications for both theory and practice