Pirates in the Lab: Using Incentivized Choice Experiments to Explore Preference for (Un)Authorized Content

Author List: Su?kowski, Piotr; Giergiczny, Marek; Krawczyk, Michal;
MIS Quarterly, 2016, Volume 40, Issue 3, Page 709-715.
In this paper, we report on a laboratory experiment aimed at investigating factors affecting choice between different versions of a full-length movie. In particular, we are able to pin down the willingness to pay for a legal, rather than pirated, copy and compare it to the impact of such characteristics as picture quality or delay in delivery. We find a modest but highly significant preference for the authorized version. We also find that when the proceeds from legal sales are transferred to a good cause, willingness to pay for the unauthorized copy is reduced. Our method does not seem to suffer from hypothetical bias
Keywords: Digital piracy; choice experiments
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#201 0.245 piracy goods digital property intellectual rights protection presence legal consumption music consumers enforcement publisher pirate producers policies copyright provision profits
#102 0.197 choice type functions nature paper literature particular implications function examine specific choices extent theoretical design discussion value widely finally adopted
#51 0.162 results study research experiment experiments influence implications conducted laboratory field different indicate impact effectiveness future participants evidence test controlled involving
#13 0.122 personalization content personalized willingness web pay online likelihood information consumers cues customers consumer services elaboration preference experiment framing customized timing
#19 0.092 content providers sharing incentive delivery provider net incentives internet service neutrality broadband allow capacity congestion revenue cost efficient enhanced provides
#235 0.064 diversity free impact trial market time consumer version strategy sales focal premium suggests freemium trials effect include extensions internet products