The paper "'Game of Clones - the Dark Side of Consumer Behavior" is a perfect example of a marketing case study. 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. 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. 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 a need for more effective deterrent measures to limit illegal downloading among this population. Literature Review & Framework Overview of literature on the 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 a 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.
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