Music Piracy Revisited: Agent-based Modelling and Simulation of Illegal Consumption Behavior
Music piracy is becoming worse each year. This problem already becomes social phenomena. People’s decide to
consume illegal music could be influence by social norm. They would consider their behavior depends on what people
around them or society do or think of it. The problem is, music piracy already widespread. Majority of people did this illegal
act. Hence, people start thinking that the prevalence of this behavior as the norm. In fact, this act is immoral and
unacceptable. Therefore, campaign that could educate them is important. But, types of normative message that contain in the
campaign could give different effect on people. Rather than reducing the number of illegal consumer, that normative
message could make the situation even worse. Therefore, knowing the appropriate type of normative message that would be
suitable for music piracy campaign is needed. Understanding the effect by implementing this in real world could not be the
right choice because if giving the wrong type of normative message, the situation could not be turned back to how it was
before. Because of that, simulation is appropriate for this problem. This research provides a model and simulation for
understanding different effect of normative message for music piracy. At the end of this research, not only theoretical
implication, practical implication that would suitable to be applied in music piracy is provided.
Keywords - Agent-based modelling and simulation, Behavioral decision-making, Music piracy, Norm.