The War on Downloading: a Music Marketplace Drama in Four Acts

Prior studies have investigated the dramatic underpinnings of consumption practices and consumer lifestyle orientations. Traditionally, these studies take for granted that the drama-turgical interests of consumers and producers align. Consequently, this research stream has ne-glected the important role of cultural conflict in driving dramatic consumption. To redress this oversight, we develop and present empirical evidence for the process of marketplace drama. A marketplace drama is a sequence of antagonistic ritualistic performances among opposing groups of consumers and producers, through which their divergent ideological goals are at-tained and the normative patterns of social interaction in the marketplace are changed. We use this dramaturgical framework to investigate the war on music downloading. Implications for extant literatures on social drama, dramatic consumption and marketplace conflict are considered and future research directions are provided.


Markus Giesler and Marius Luedicke (2007) ,"The War on Downloading: a Music Marketplace Drama in Four Acts", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 488-490.


Markus Giesler, Schulich School of Business
Marius Luedicke, Schulich School of Business


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Unobserved Altruism: How Social- And Self-Signaling Motivations Shape Willingness to Donate

Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA

Read More


Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More


Ineffective Altruism: Giving Less When Donations Do More

Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.