A normative approach to reducing illegal music downloading: The persuasive effects of normative message framing

•Persuasive effects of message framing on reactions to campaign messages.•A survey was conducted on illegal music downloading.•Positively worded messages were more influential than negatively worded ones.•The findings have theoretical and practical implications.

The current study examines the persuasive effects of message framing on reactions to norms-based campaign messages designed to reduce the prevalence of illegal music downloading behaviors. Two hundred thirty-seven participants (N = 237) were randomly exposed to one of four written messages on illegal music downloading. Results indicate that positively worded descriptive messages promoting paid online music services were more influential than negatively worded descriptive messages designed to prevent illegal music downloading behaviors. However, the hypothesis that presenting positively worded descriptive and negatively worded injunctive messages together would produce more positive reactions and less psychological reactance than presenting each alone was rejected. The findings have theoretical and practical implications for anti-music piracy campaigns.