Incentivising ‘pirates’ to pay – An experiment with comic book readers

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dc.contributor.authorHardy, Wojciech
dc.contributor.authorRożynek, Satia
dc.contributor.organizationWydział Nauk Ekonomicznych, Uniwersytet Warszawskien
dc.contributor.organizationDELab UWen
dc.date.accessioned2022-11-02T12:44:15Z
dc.date.available2022-11-02T12:44:15Z
dc.date.issued2022-11
dc.description.abstractInternet piracy has been repeatedly shown to displace the authorised consumption of digital content. However, fewer studies tried to identify a viable solution and none – to the authors’ best knowledge – tried to convert the ‘pirates’ into paying consumers. We conducted a three-wave panel survey among comic book readers, asking about their consumption from various sources. After each wave, a random subsample was provided with prizes in the form of digital comic books from a legal provider. We analyse the effects of prizes on further consumption behaviour. The first prizing scheme incentivised setting up an account, installing a reader app and familiarising oneself with the catalogue of the dominant digital seller of comics. The second scheme aimed at hooking consumers on particular comic book series. However, we find no consistent evidence of a change in consumption patterns or willingness to pay for digital formats. We suggest that for the case of comic books the prices of lower-valued digital copies might deter purchase and discuss the use of similar research design for other creative content.en
dc.description.sponsorshipNational Science Centre
dc.identifier.citationW. Hardy, S. Rożynek, INCENTIVISING ‘PIRATES’ TO PAY – AN EXPERIMENT WITH COMIC BOOK READERS, DELab Working Paper 4/2022, Warsaw 2022.en
dc.identifier.urihttps://open.icm.edu.pl/handle/123456789/21809
dc.language.isoen
dc.publisherDELab UWen
dc.relationUMO-2016/21/N/HS4/01803en
dc.rightsUznanie autorstwa-Na tych samych warunkach 3.0 Polska*
dc.rights.urihttp://creativecommons.org/licenses/by-sa/3.0/pl/*
dc.subjectinternet piracyen
dc.subjectdigital contenten
dc.subjectdigital consumptionen
dc.subjecthabit formationen
dc.subjectgiveawaysen
dc.subjectprizesen
dc.subjectswitching costsen
dc.subjectcomic booksen
dc.titleIncentivising ‘pirates’ to pay – An experiment with comic book readersen
dc.typereporten
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