Digital piracy through the lens of moral intensity and risk perceptionKos Koklič, Mateja (Avtor) Kukar-Kinney, Monika (Avtor) Vida, Irena (Avtor) social networkssocial communicationbehavioural sciencesethicsdigital piracypersonal riskmoral intensityrationalizationUSASloveniaThis study examines the psychological mechanisms underlying digital piracy and proposes a framework that considers the perception of potential negative consequences for the individual (personal risk) and for society (moral intensity) as key factors associated with piracy behavior and rationalization. The conceptual model is tested using online survey data from two online panel samples of adults in the US (n = 625, age range = [18, 92], M = 42.44, SD = 16.43) and Slovenia (n = 514, age range = [18, 65], M = 43.51, SD = 13.14). The multi-group analysis indicates that perceived moral intensity is related to both lower participation in digital piracy and lower rationalization of this behavior in both countries. Furthermore, perceived personal risk is linked with lower likelihood of having ever engaged in piracy, but it is not significantly associated with either frequency of piracy behavior or rationalization for those who have engaged in digital piracy at least once in either country. This suggests that concern for individual consequences is not a deciding factor in determining frequency of piracy. The results also show that engaging in digital piracy is associated with cognitive rationalization strategies and with greater normalization of such behavior. These findings highlight the interplay between perceptions of potential negative consequences, digital piracy behavior, and rationalization and provide a basis for practical implications, particularly for marketers in the online entertainment industry.20262026-07-21 16:12:19Članek v reviji185047sl