- no social signaling value - knowing that there is an easily obtainable alternative (piracy) makes buying feel like being cheated/ripped off. people don't lik

- no social signaling value - knowing that there is an easily obtainable alternative (piracy) makes buying feel like being cheated/ripped off. people don't like feeling like fools, they like to think they re on top of things - copies are free to make, so nobody is being deprived or damaged by them obtaining a copy - programmers are generally invisible, so no emotional guilt unless the programmer themselves makes a personal plea/fundraiser - probably no emotional value before buying. after buying, perhaps there is a certain emotional commitment to the software/game and so they are willing to spend more . - Apple is the exception. It has social signaling value and also emotional affect, so users are primed to and willing to pay no matter what