The segments also differ in deontological and teleological orientations. The anti-pirate, conflicted pirate, cavalier pirate, and die-hard pirate can be placed on a continuum of increasing pirating frequency, subjective norm, pirating self-efficacy, habit, and decreasing in perceived harm, respectively. Four pirate segments were found based on differing combinations of attitude toward piracy, ethical evaluation of piracy and feelings of guilt. First, 1277 valid responses were gathered with an online survey. To address these research objectives, two online studies were conducted. This paper focuses on segmenting digital movie and TV series pirates and on investigating the effectiveness of piracy-combatting measures i.e., legal and educational strategies, in light of these segments.
