The Dark Side of Consumer Behaviour: Piracy in the Entertainment Industry

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Marketing consumer
behavior
5/5/2019

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Introduction
The study of consumer behaviour helps in the development of marketing strategies. The
consumer behaviour has been investigated to decisively choose the behaviour for the
optimization of customer-utility, a darker aspect, which is accounted for consumer behaviour.
This is in context with the impulsive as well as compulsive behaviour of clients. From the
side of the consumers, it is stated that there is an increase in pirating behaviour, which is
influencing the online service provider. The target market is chosen for the current report will
be the consumers within the entertainment industry who are engaged in the pirating of digital
entertainment content. Furthermore, the focus of the report has been the increase of pirating
in the entertainment industry. It is quite evident that various consumers download the films
before the release in an illegal manner. This enables the dark side of the consumer behaviour
who are fearless from the threats of penalty and jail (Deshpande and Saxena, 2017).
Literature Review & Framework
Overview of literature on the topic
It is argued by Sparks, Perkins, and Buckley (2013) that consumers have started downloading
pirated shows and films illegally, which is adversely influencing the profits of producers
rather than save their money and watch films and shows at home. As per Shi and Liao (2017),
it is stated that there are some common set of components present among the consumptions
impulsive as well as compulsive aspect. In the era of digital entertainment, consumer
behaviour has been experiencing abnormal changes. Piracy of TV shows and film have
greatly caused an economic drain on the film industry. Moreover, the division engaged in
music or film piracy, and television programmes are greatly impacted by the aspects of
decision-making. According to Spiller and Beleogolova (2016), it is stated that numerous
people of Australian have shifted towards the illegal downloading sites for the motive of
saving concerning the film, TV show, and music. Additionally, pirated copies of games are
also accessible for children, which easily attract them (Larkin and Fink, 2016).

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(NewsComAu, 2019)
It is quite evident from the above graph that the first site is blocked in Australia. The Federal
court has stated that 65 piracy sites has been blocked in around 378 domains. It has been
claimed by the researcher that top 50 piracy sites in Australia has reduced by 35 per cent.
These have an inclusion of the legal, consumer-behaviour, economic, and ethical aspects.
According to Vitell (2015), it is stated that more than 15% of losses have been perceived by
the sharing from pirating of films. Additionally, the internet has also said to be the main
element for the college student to engage themselves in the pirating of films. This is a dark
side of behaviour illustrated by the consumers and very less attention has been given to the
adverse behaviour shown from the clients. To deal with the threat of piracy, the
administration has imposed the usage of ample legal framework. Therefore, considering the
piracy rates, these frameworks have not proven profitable in resolving the issue effectively.
Hence, there is a definite need to evaluate the consumers in the entertainment industry where
the people are getting oriented towards the piracy of films. Moreover, administrations, as well
as other entities, also connect with advanced software and framework to maintain the film
pirates (Ciancarini et al., 2016).
Theory