Perceptions of social norms surrounding digital piracy: The effect of social projection and communication exposure on injunctive and descriptive social norms

Using a national sample of 620 Internet users in the US, this study examined the extent to which social projection, communication exposure, and an interaction between the two, influenced individuals' perceptions about two subordinate types of social norms surrounding digital piracy: injunctive norms and descriptive norms. In line with the social projection model, individuals made social estimates about others' piracy attitudes and behaviors anchoring on their own personal attitudes and behavior. However, frequent communication exposure reduced the degree to which they relied on this egocentric thought process. In addition, the two-way interaction was contingent on another condition (perceiver's own piracy behavior) indicating that communication exposure had differing implications for pirates and non-pirates. Theoretical and practical implications are discussed.