Game of Clones - the Dark Side of Consumer Behavior - Case Study Example

Game of Clones'- The Dark Side of Consumer Behavior Name: Course: Tutor: Institution: Date: 'Game of Clones'- The Dark Side of Consumer Behavior 1. Introduction a. Overview of Topic Illegal downloading is pervasive especially among university students. In fact in 2008, there were approximately 40 billion illegal downloads with music files making up the bulk of these downloads (Jambon and Smetana 2012). Moreover, it persists in spite of consequences such as jail terms and fines. b. Target Market The research will focus on university students as between 60 and 90% admit that they have used peer file sharing sites such as Pirate Bay to illegally download music and movies. Implementing effective measures geared at hindering illegal downloading among this population would be associated with a noticeable decline in the number of files downloaded illegally and consequently allow the content creators to enjoy the profits of their efforts. c. Problem/Opportunity Statement A number of young people engage in illegal downloading regardless of the existing consequences such as fines and jail terms. There is need for more effective deterrent measures to limit illegal downloading among this population. 2. Literature Review & Framework a. Overview of literature on topic Deviant behavior is governed by an individual's deviance threshold. As noted by Dootson, Johnston, Beatson, and Lings (2016), this threshold is influenced by a number of factors. They include official classification, perceived risk, norms, intent, perceived outcomes, perceived fairness, past experiences as victim, and moral identity. Predictably, the effectiveness of these factors is dependent on their alignment with individual preferences. Therefore, in instances where there is a disparity, individuals often utilize neutralization techniques to allow them to place deviant behavior, such as illegal downloading, within the confines of their deviance threshold. This inclusion allows individuals to engage in deviant behavior without negative repercussions to their self-concept. Notably, individuals place different emphasis on factors in their perception of right and wrong. This accounts for the differences across individuals, of inclusion of deviant behavior in deviant thresholds. Furthermore, the varying emphasis placed on these factors determines the neutralization techniques employed (Dootson, et al. 2016). Techniques such as denial of injury allow individuals to include activities that may cause them harm in these thresholds. Illegal downloading is pervasive. Research by Jambon and Smetana (2012), found that in the past 2 months 48% of the participants had illegally downloaded music. Furthermore, in 2008 the number of illegal downloads were estimated at 40 billion. Interestingly, the morality of individuals who illegally downloaded content is at par with that of their peers. In the study participants also indicated that they considered illegal downloading as stealing; however, this stand was dependent on the perception of affordability. Consequently, illegal downloading was seen as stealing only when the music price was lowered to make it more affordable. According to the study, illegal downloading is a complex moral issue. Moreover, participants were more likely to engage in illegal downloading if they perceived that their actions would not affect anyone, notably the artist. In the study, the participants considered the artist’s interests to be of greater concern than the record’s and illegal downloads resulted from perceived permission by the artist and the perception that most of the profits would go to the record company. Interestingly, though a number of participants considered downloading illegal, their moral convictions lost ground in instances of unfair pricing. In addition, research indicates that there are differences in the perception of copyright protection and morality across cultural contexts. A study found that costs and availability resulted in higher numbers of Korean students than America students engaging in illegal downloading (Sang, Lee, Kim, and Woo 2015). Moreover, while copyright protection was associated with a negative relationship to engage in illegal behaviour, there were disparities in the role of morality. The level of morality was associated with a negative relationship among American participant, but there was no existing relationship among Korean participants. These disparities were also present in subjective norms and unlike their Korean counterparts, American participants were more likely to engage in illegal downloading due to the perception of others and ego-defensive motivation. b. Theory/framework/Concept i. The theory of planned behaviour. It is a social cognition theory that links behavior and beliefs. The theory holds that intentions precede behavior and that these intentions result from attitudes toward behaviour, subjective norms, and behavioural controls (Wang and McClung 2012). Attitudes towards behavior refer to the positive of negative emotions associated with performing a behavior while subjective norms entail significant other's perceptions of the behavior and whether they disapprove or approve it. Behavioral control, in turn, refers to the perceived ease or difficulty of performing a desired behavior. In regards to illegal downloading, individuals with more favorable attitudes and higher perceived behavioural controls are more likely to engage in illegal downloading. Moreover, in light of anticipated emotions, individuals who anticipate feelings of guilt due to their actions are less likely to engage in this activity. This is because, as noted by Baumeister, Vohs, DeWall, and Zhang (2007 cited by Wang and McClung 2012), anticipated emotion is more evocative, intense and lasts for a longer period. Consequently, it functions as an effective deterrent for its associated behavior. However, while this holds true for anticipated guilt, other anticipated emotions, which promote positive emotions and foster illegal downloading in the future. ii. Learning Theory This theory posits that behavior is learned through observation and imitation. Therefore, one’s social environment determines the behavior that one manifests. According to this theory, illegal downloading is a learned behavior, which is fostered by social interaction and maintained by the schemas created by this interaction. In fact, as noted by Liang and Phau (2011), individuals who are socialized in environments that foster illegal downloading are likely to engage in the deviant behavior themselves. Moreover, internalized schemas undermine strategies aimed at curbing this behaviour. 3. Marketing Strategies As noted by Dootson tailored strategies are essential in curbing deviant behavior (2014). The need for tailored strategies is further emphasized by the ineffectiveness of existing measures. Stakeholders may implement a number of marketing strategies to curb illegal downloading. a. Marketing Strategy 1 As indicated by various studies, both internal and external factors influence the decision to download content illegally. This indicates the need for implementation of awareness campaigns to change social perspectives. As illustrated earlier, deviant behavior is fostered by the perception that they are no victims. This strategy would allow the consumers to understand the implications their actions have on content creators and distributors. Moreover, it would hinder neutralization techniques resulting in negative consequences on self-concepts. Notable ways in which this strategy may be implemented include copyright infringement warnings at the start of films and on the authorized distribution sites. In addition, a documentary detailing the film making and distribution processes would be instrumental. Arguably, the success of this strategy is in question. Research about its efficacy, so far, suggests that illegal downloading is still on the rise. However, tailoring these messages to target to specific population would increase its efficacy (Dootson 2014). Tailoring these messages would entail research about the characteristics of students, creation, and dissemination of messages that tie the challenges experienced by content creators with the experiences of these students. This strategy has a number of disadvantages. Its effectiveness is dependent on the target specific messages. The creation and dissemination of these messages would increase the expenditure of content creators and producers and further undermine profit margins in the short term. In addition, given the limited research about their efficacy, it is difficult to identify and resolve factors that may hinder their success. b. Marketing Strategy 2 Individuals who download content illegally on the Internet as noted by Dootson (2014) and implied by Reynolds and Harris (2006) are also retail consumers. Consequently, various marketing strategies utilized by the retail sector are also applicable in this instance. To curb illegal downloading, stakeholders need to ensure that legal content is readily available. This availability also entails affordability. This strategy assumes, that in part, illegal downloading results from unavailability of content due to the nature of most organization's distribution models. Limited availability is evident in the fact that movie and TV programs DVDs often are distributed months after the initial release. Moreover, at times film screening is limited to certain countries and instance where movies are screened in various countries, long periods elapse between screenings. Consequently, if individuals want to view the films, their only alternative is illegal downloads. This tool considers changes in consumption of content. Over the last decade the number of individuals who prefer binge watching a show in a day rather than watching one episode a day, has increased. Therefore, this strategy encourages producers to reduce the release distribution time to accommodate these changes in consumption. Arguably, the major limitation to this argument lies in its assumption. It fails to recognize that factors other than availability contribute to illegal downloads. However, in light of the increased sale of music through online sites such as iTunes, increased availability might result in a noticeable decline in the annual number of illegal downloads. Moreover, given that individuals are less likely to download fairly priced content (Jambon and Smetana 2012), efforts aimed at reducing the cost of this content, would result in higher sales and a marked decline in digital piracy. c. Marketing Strategy 3 According to consumer psychology, consumers are more likely to buy products from trusted brands. Therefore, stakeholders need to implement a strategy that allows consumers to identify legal sites that provide the required content. This strategy recognizes and appreciates that it is incredibly difficult in today's society to differentiate between legal and illegal sites. Arguably, some sites are straightforward. For example, sites that allow one to download free movies and music most likely operate illegally. However, it is difficult to identify the legality of streaming services and online stores that provide subsidized content. This difficulty is further emphasized when these sites require audiences to pay membership fees. Distribution of information about legal sites and collaboration with search engines to hinder access to illegal sites would reduce the rate of online piracy. Arguably, accidental illegal downloading is not pervasive and it is more likely to affect individuals outside the target population. Nevertheless, the concept of site blocking implemented via an institution's wifi network would eliminate its occurrence. In addition, the creation of a trusted label would increase traffic to legitimate sites. However, indiscriminate implementation of this strategy might lead to the closing down of legitimate sites. Moreover, it does not eliminate the existence of illegitimate sites and prompts the cycle of stakeholders closing sites just for proprietors to open new sites. 4. Recommendation & Conclusion In conclusion, illegal downloading is pervasive due to increased bandwidth and access to affordable storage options. This deviant behavior is driven by a number of factors, which may be explained using the Theory of Planned Behaviour. Its pervasiveness, indicates the need for tailored market strategies that increase access to content, changes social behaviour, and promotes traffic to legitimate sites. Arguably, collaborative efforts among stakeholders are instrumental in the creation of awareness about legitimate sites and a trusted label to drive traffic to these sites and away from those that provide pirated content. 5. References Dootson, P., 2014. From fare evasion to illegal downloads: the cost of defiance. The Conversation, http://theconversation.com/from-fare-evasion-to-illegal-downloads-the-cost-of-defiance-27978 Dootson, P., Johnston, K.A., Beatson, A. and Lings, I., 2016. Where do consumers draw the line? Factors informing perceptions and justifications of deviant consumer behaviour. Journal of Marketing Management, 32(7-8), pp.750-776. http://www.tandfonline.com/doi/full/10.1080/0267257X.2015.1131734 Jambon, M.M. and Smetana, J.G., 2012. College students' moral evaluations of illegal music downloading. Journal of Applied Developmental Psychology,33(1), pp.31-39. https://www.researchgate.net/profile/Marc_Jambon/publication/236273074_College_Students'_Moral_Evaluations_of_Illegal_Music_Downloading/links/58a37775458515d15fdab105/College-Students-Moral-Evaluations-of-Illegal-Music-Downloading.pdf Liang, J. and Phau, I., 2011. A study on digital piracy of movies: internet users’ perspective. In Advances in global management development (pp. 189-195). International Management Development Association. Reynolds, K.L. and Harris, L.C., 2006. Deviant customer behavior: An exploration of frontline employee tactics. Journal of Marketing Theory and Practice, 14(2), pp.95-111. http://www.tandfonline.com/doi/abs/10.2753/MTP1069-6679140201 Sang, Y., Lee, J.K., Kim, Y. and Woo, H.J., 2015. Understanding the intentions behind illegal downloading: A comparative study of American and Korean college students. Telematics and Informatics, 32(2), pp.333-343. https://doi.org/10.1016/j.tele.2014.09.007 Wang, X. and McClung, R., 2012. The immorality of illegal downloading: The role of anticipated guilt and general emotions. Computers in Human Behavior, 28(1), pp.153-159.https://doi.org/10.1016/j.chb.2011.08.021 Read More