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Advertising Appeals And Willingness To Pay For A Music Streaming Service, Katharine Baird
Advertising Appeals And Willingness To Pay For A Music Streaming Service, Katharine Baird
Undergraduate Honors Thesis Collection
Even with the rise of music streaming services, illegal downloads are costing the music industry $2.7 billion per year. The purpose of this study is to determine what types of advertising appeals will be most effective at enhancing the willingness to pay for a streaming service, thereby decreasing music piracy. This study examined college students’ willingness to pay for, willingness to recommend, interest in, and affective reaction to a music service after being exposed to a digital advertisement that employed either a rational, fear, or guilt appeal for a fictitious music streaming service. It was expected that music involvement, or …