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Men were found to typically increase piracy behaviors after seeing messages that threatened legal action and other negative consequences over piracy, whereas with women the anti-piracy messages typically did have the intended effect.
The researchers behind the study, from the University of Portsmouth in the UK, say it shows the importance of different types of messaging"We know already there are lots of gender differences in piracy as men tend to pirate more than women – they think it's more acceptable and low risk,""What we wanted to look at in this research is whether the messages to tackle piracy had a different effect on men and women.
For the purposes of the study, which comprised 962 adult participants, three different types of messaging were used: two threatening campaigns outlining the legal and security repercussions of digital piracy, and one that was more educational andWhile the educational message didn't have any noticeable effects on the levels of piracy, the more aggressive and threatening messages elicited a substantially different reaction between the genders.
"The research shows that anti-piracy messages can inadvertently increase piracy, which is a phenomenon known as psychological reactance,""From an evolutionary psychology point of view, men have a stronger reaction to their freedom being threatened and therefore they do the opposite.
For the purposes of the study, piracy was considered to be downloading digital content through unauthorized means. It's estimated to cost the movie, TV, and music industriesIf that number is to drop, the researchers say, media companies need to think about how they're getting people to think about piracy. Threatening messages may be the most dramatic option, but they might not be the most effective.Whitman.
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