IDEAS home Printed from https://ideas.repec.org/a/eee/iepoli/v64y2023ics0167624523000306.html
   My bibliography  Save this article

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

Author

Listed:
  • Rożynek, Satia
  • Hardy, Wojciech

Abstract

Internet piracy has been repeatedly shown to displace the authorised consumption of digital content. However, fewer studies tried to identify a viable solution and even less 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 only find small evidence of a change in the consumption patterns or the 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. Furthermore, we discuss the use of similar research design for other creative content.

Suggested Citation

  • Rożynek, Satia & Hardy, Wojciech, 2023. "Incentivising ‘pirates’ to pay – An experiment with comic book readers," Information Economics and Policy, Elsevier, vol. 64(C).
    • Handle: RePEc:eee:iepoli:v:64:y:2023:i:c:s0167624523000306
    DOI: 10.1016/j.infoecopol.2023.101045
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167624523000306
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.infoecopol.2023.101045?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Heather Royer & Mark Stehr & Justin Sydnor, 2015. "Incentives, Commitments, and Habit Formation in Exercise: Evidence from a Field Experiment with Workers at a Fortune-500 Company," American Economic Journal: Applied Economics, American Economic Association, vol. 7(3), pages 51-84, July.
    2. Kapil Bawa & Robert Shoemaker, 2004. "The Effects of Free Sample Promotions on Incremental Brand Sales," Marketing Science, INFORMS, vol. 23(3), pages 345-363, November.
    3. Paul Klemperer, 1995. "Competition when Consumers have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 62(4), pages 515-539.
    4. Uri Gneezy & Stephan Meier & Pedro Rey-Biel, 2011. "When and Why Incentives (Don't) Work to Modify Behavior," Journal of Economic Perspectives, American Economic Association, vol. 25(4), pages 191-210, Fall.
    5. Gary Charness & Uri Gneezy, 2009. "Incentives to Exercise," Econometrica, Econometric Society, vol. 77(3), pages 909-931, May.
    6. Brett Danaher & Michael D. Smith & Rahul Telang & Siwen Chen, 2014. "The Effect of Graduated Response Anti-Piracy Laws on Music Sales: Evidence from an Event Study in France," Journal of Industrial Economics, Wiley Blackwell, vol. 62(3), pages 541-553, September.
    7. Paul Klemperer, 1987. "The Competitiveness of Markets with Switching Costs," RAND Journal of Economics, The RAND Corporation, vol. 18(1), pages 138-150, Spring.
    8. Becker, Gary S & Murphy, Kevin M, 1988. "A Theory of Rational Addiction," Journal of Political Economy, University of Chicago Press, vol. 96(4), pages 675-700, August.
    9. Wojciech Hardy, 2020. "Consumer switching costs in a market with legal and pirate providers," IBS Working Papers 08/2020, Instytut Badan Strukturalnych.
    10. Tatsuo Tanaka, 2016. "The Effects of Internet Book Piracy: The Case of Japanese Comics," Keio-IES Discussion Paper Series 2016-027, Institute for Economics Studies, Keio University.
    11. Hardy, Wojciech, 2021. "Displacement from piracy in the American comic book market," Information Economics and Policy, Elsevier, vol. 57(C).
    12. Koichiro Ito & Takanori Ida & Makoto Tanaka, 2018. "Moral Suasion and Economic Incentives: Field Experimental Evidence from Energy Demand," American Economic Journal: Economic Policy, American Economic Association, vol. 10(1), pages 240-267, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Harris, Matthew C. & Kessler, Lawrence M., 2019. "Habit formation and activity persistence: Evidence from gym equipment," Journal of Economic Behavior & Organization, Elsevier, vol. 166(C), pages 688-708.
    2. Nan Yang & Yong Long Lim, 2018. "Temporary Incentives Change Daily Routines: Evidence from a Field Experiment on Singapore’s Subways," Management Science, INFORMS, vol. 64(7), pages 3365-3379, July.
    3. Mortimer, Duncan & Harris, Anthony & Wijnands, Jasper S. & Stevenson, Mark, 2021. "Persistence or reversal? The micro-effects of time-varying financial penalties," Journal of Economic Behavior & Organization, Elsevier, vol. 188(C), pages 72-86.
    4. John A. List & Anya Samek & Terri Zhu, 2022. "Incentives to Eat Healthily: Evidence from a Grocery Store Field Experiment," Economica, London School of Economics and Political Science, vol. 89(354), pages 489-509, April.
    5. Mahmoodi, Jasmin & Prasanna, Ashreeta & Hille, Stefanie & Patel, Martin K. & Brosch, Tobias, 2018. "Combining “carrot and stick” to incentivize sustainability in households," Energy Policy, Elsevier, vol. 123(C), pages 31-40.
    6. Augurzky, Boris & Bauer, Thomas K. & Reichert, Arndt R. & Schmidt, Christoph M. & Tauchmann, Harald, 2018. "Habit formation, obesity, and cash rewards," FAU Discussion Papers in Economics 06/2018, Friedrich-Alexander University Erlangen-Nuremberg, Institute for Economics.
    7. Allais, Olivier & Bazoche, Pascale & Teyssier, Sabrina, 2017. "Getting more people on the stairs: The impact of point-of-decision prompts," Social Science & Medicine, Elsevier, vol. 192(C), pages 18-27.
    8. Mariana Carrera & Heather Royer & Mark Stehr & Justin Sydnor, 2020. "The Structure of Health Incentives: Evidence from a Field Experiment," Management Science, INFORMS, vol. 66(5), pages 1890-1908, May.
    9. Arad, Ayala & Gneezy, Uri & Mograbi, Eli, 2023. "Intermittent incentives to encourage exercising in the long run," Journal of Economic Behavior & Organization, Elsevier, vol. 205(C), pages 560-573.
    10. List, John A. & Samek, Anya Savikhin, 2015. "The behavioralist as nutritionist: Leveraging behavioral economics to improve child food choice and consumption," Journal of Health Economics, Elsevier, vol. 39(C), pages 135-146.
    11. Manuela Angelucci & Silvia Prina & Heather Royer & Anya Samek, 2015. "When Incentives Backfire: Spillover Effects in Food Choice," NBER Working Papers 21481, National Bureau of Economic Research, Inc.
    12. Belot, Michèle & James, Jonathan & Nolen, Patrick, 2016. "Incentives and children's dietary choices: A field experiment in primary schools," Journal of Health Economics, Elsevier, vol. 50(C), pages 213-229.
    13. Cawley, John & Price, Joshua A., 2013. "A case study of a workplace wellness program that offers financial incentives for weight loss," Journal of Health Economics, Elsevier, vol. 32(5), pages 794-803.
    14. Homonoff, Tatiana & Willage, Barton & Willén, Alexander, 2020. "Rebates as incentives: The effects of a gym membership reimbursement program," Journal of Health Economics, Elsevier, vol. 70(C).
    15. Augurzky, Boris & Bauer, Thomas K. & Reichert, Arndt R. & Schmidt, Christoph M. & Tauchmann, Harald, 2014. "Small Cash Rewards for Big Losers – Experimental Insights Into the Fight Against the Obesity Epidemic," Ruhr Economic Papers 530, RWI - Leibniz-Institut für Wirtschaftsforschung, Ruhr-University Bochum, TU Dortmund University, University of Duisburg-Essen.
    16. Simone Schaner, 2018. "The Persistent Power of Behavioral Change: Long-Run Impacts of Temporary Savings Subsidies for the Poor," American Economic Journal: Applied Economics, American Economic Association, vol. 10(3), pages 67-100, July.
    17. Nicola Lacetera & Mario Macis & Robert Slonim, 2014. "Rewarding Volunteers: A Field Experiment," Management Science, INFORMS, vol. 60(5), pages 1107-1129, May.
    18. Finkelstein, Eric A. & Bilger, Marcel & Baid, Drishti, 2019. "Effectiveness and cost-effectiveness of incentives as a tool for prevention of non-communicable diseases: A systematic review," Social Science & Medicine, Elsevier, vol. 232(C), pages 340-350.
    19. Bailey, Megan R. & Brown, David P. & Shaffer, Blake & Wolak, Frank A., 2023. "Show Me the Money! Incentives and Nudges to Shift Electric Vehicle Charge Timing," Working Papers 2023-8, University of Alberta, Department of Economics.
    20. Xiao, Erte & Houser, Daniel, 2022. "Sign me up! Promoting volunteering with a compound task mechanism," Journal of Economic Behavior & Organization, Elsevier, vol. 200(C), pages 897-913.

    More about this item

    Keywords

    Internet piracy; Comic books; Switching costs; Prizes; Giveaways; Habit formation;
    All these keywords.

    JEL classification:

    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • Z10 - Other Special Topics - - Cultural Economics - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:iepoli:v:64:y:2023:i:c:s0167624523000306. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/inca/505549 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.