Research Shows Why Many Anti-Piracy Messages Fail

An anonymous reader quotes a report from TorrentFreak: You wouldn't steal a car, right? So why are you pirating? With this 2004 message, the movie industry hoped to turn illegal downloaders into paying customers. This campaign eventually turned into a meme and it's not the only anti-piracy advert to miss the mark. A new research paper identifies several behavioral insights that explain common mistakes made in these campaigns. [...] The general assumption of many people is that, by adding more arguments, the message will be more compelling. That's called the 'more-is-better' heuristic but behavioral research has shown that the opposite is often true. When many arguments are presented together, the stronger ones may actually be diluted by weaker ones. So, referencing malware, fines, low quality, Internet disconnections, and losses to the industry, all while associating piracy with organized crime, is not the best idea. The reduced impact of stronger and weaker arguments is also one of the reasons why the "You Wouldn't Steal a Car" campaign didn't work as planned, the researchers suggest. Anti-piracy campaigns can also focus too much on dry numbers without putting these into context. While these statistics are vital to the industry, the average pirate will simply gloss over them. This 'mistake' can also be explained by behavioral psychology, which has shown that people identify more with a problem or victim if they feel some kind of personal connection. That's often missing from anti-piracy messages. It's worth noting that not all personal messaging is effective either. The paper mentions an Indian anti-piracy campaign where famous Bollywood actors urged people not to download films illegally, equating piracy to theft. However, the Indian public probably has little sympathy for the potential "losses" incurred by these multi-millionaire actors. In fact, the anti-piracy campaign may be seen as an extra motivation to pirate. "All videos starred well-known actors, whose net worth is estimated to be $22-$400 million dollars, in a country where the annual per capita income is a bit less than $2,000." "This can offer to pirates a moral justification: they only steal the rich to 'feed the poor', a form of 'Robin Hood effect' that makes even more sense with some cultural or sport-related goods," the researchers add. Piracy is a widespread and global phenomenon. This makes it particularly problematic for copyright holders but emphasizing this issue in anti-piracy messages isn't a good idea. This is the third mistake that's highlighted in the article. By pointing out that people are supposed to get content legally while at the same time showing that many people don't, people might actually be encouraged to pirate. Behavioral research has shown that people often prefer to follow the descriptive norm (what people do) rather than the injunctive one (what the law prescribes). "Informing directly or indirectly individuals that many people pirate is counterproductive and encourages piracy by driving the targeted individuals to behave similarly. These messages provide to the would-be pirates the needed rationalization by emphasizing that 'everyone is doing it'," the researchers write.

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