This is a very interesting topic and one that I think will have a huge variety of answers. From the "meh, I don't care what I get for free, if I can get it, I will" to the "Buying something in a sale is steeling" brigade.
Something that I think companies suffer from a lot is people using duplicate versions of the same software on multiple machines, even though they only have a one user license agreement. I use the single user version of OSX on two computers, stone me now!
Also in the UK at the start of DVDs and films there is the TV advert saying, "You wouldn't steel a handbag, you wouldn't steel a car, don't steel films." Well duh, of course I wouldn't steel a car. Would I borrow a friends DVD and make a copy, yeah sure. If I steel a car then it has a major impact on a persons life (usually), if I get a slightly less than authentic copy of a DVD which I don't own it does not have the same effect.
I am sure I will get blasted for these comments but to people who turn round and say how wrong I am, answer me this question:
"Have you ever broken the speed limit, even by 1mph?" What is worse, downloading a film off the internet, or driving over the speed limit with the potential to kill a small child?
For what it is worth, I have only ever once gone over the speed limit and that was during my driving test

and I don't care how many people I hold up, I will not go over the limit.
Put things into perspective people!