Online consumer misbehaviour: an application of neutralization theory

Abstract

Studies have argued that misbehaviour by customers is becoming increasingly prevalent in certain sectors. However, online consumer misbehaviour is comparatively under-researched. The focus of the current study is peer-to-peer activities, including copying music, movies, software or video games: a phenomenon which affects the entertainment sector as a whole and costs the industry billions of pounds each year. Neutralization theory provides a potentially fruitful perspective from which to explore consumer justifications and rationalizations for their online misbehaviour. The aim of this paper is to explore the extent to which peer-to-peer users employ techniques of neutralization to justify prior-to behaviour or rationalize their activities post behaviour. First, a review of online customer misbehaviour is provided, followed by an overview of existing research into the techniques of neutralization. Following a discussion of the research methods employed, findings regarding the peer-to-peer online misbehaviours and neutralization techniques are presented. Data analysis reveals that peer-to-peer file-sharers employ (often multiple) techniques of neutralization in order to pre-justify or post-event rationalize their activities, including: denial of victim; denial of injury; denial of responsibility; claim of normality; claim of relative acceptability; justification by comparison; and appeal to higher loyalties. The paper concludes with a series of implications for both theory and practice.