Investigating Neutralization Strategies in Digital Piracy: The Role of Content Preferences and Social Norms

Abstract

Digital piracy is perceived as a victimless crime and therefore still challenges media industries. According to the neutralization theory, criminal behavior is more likely if individuals are able to justify it. As little is known about inhibitors and drivers of these cognitive processes, the current study investigated such preconditions by linking neutralization to social norms and content preferences (movies and series) in order to explain piracy attitudes and behavior. Results of an online survey which adopted a conjoint-task showed that attitudes toward digital piracy mediate neutralization effects on digital piracy behavior. Injunctive norms and the preference for independent movies foster neutralization effects.

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