PREVENTING PIRACY USE INTENTION BY RECTIFYING SELF-POSITIVITY BIAS

Abstract

Piracy has become a global challenge. In this study, the author proposed to discourage piracy intention by rectifying the self-positivity bias with message framing and information accessibility. Cartoon advertisements conveying either positively or negatively framed messages were produced. Respondents' level of information accessibility of piracy behavior was manipulated. As predicted, using positively framed messages or increasing level of information accessibility can effectively reduce self-positivity bias. Moreover, in a low information accessibility scenario, positive rather than negative message framing is more effective in reducing self-positivity bias in using pirated products. Research implications, limitations, and suggestions for future research are also addressed.