The Recording Industry Association of America claims to lose millions of dollars each year from music piracy (RIAA, 2007). However, instead of causing loss, digital music piracy may activate norms of reciprocity in music pirates. When pirating music, people may feel some obligation to reciprocate by purchasing music or related merchandise. The theory of planned behavior was used to investigate such a possibility and to provide a framework for scale development. Reliable scales were developed for all measured constructs. Regarding piracy, the RIAA’s claim may have some merit. Specifically, previous piracy was associated with decreased reported likelihood to purchase music. However, previous piracy was associated with increased intent to make future music-related purchases. Reciprocity partially mediated this relationship.