In this article I find interesting how they show that customization in video games reflects the identities of the player, and how showing off
“The symbolic resources that are provided through character customization are used to create self-representations into the virtual environment of the video game. These self-representations can draw from players self-image, but also from past or desired self-images. Self-representative consumption in video games is understood to play a role in construction of the self like all voluntary consumption in real life.”(Mertsalmi 2010)
“Consumption plays an essential role in the formation of individuals’ self-identities. Consumers use objects as markers to remind themselves of who they are and in a sense derive their self-concepts from objects as they use objects to demonstrate their self-concept to themselves as well as others (Wallendorf & Arnould, 1988). Here Self- concept refers to “the set of meanings we hold for ourselves when we look at ourselves, based on our observations of ourselves, our inferences’ about who we are gained from others’ behavior toward us, our wishes and desires, and our evaluations of ourselves” (Stets & Burke 2003, 130).” (Mertsalmi 2010)
“teenagers prefer branded clothes not only to communicate to others but also as they make them feel better equipped to fulfill a certain role is a good example of how objects affect people’s self- concepts. Leigh and Gabel (1992) also argue for the role of symbolic consumption in the construction of one’s self-identity. According to them especially people who place importance on social advancement or are in a period of role transition like children, teenagers, young adults and upwardly mobile individuals use symbolic consumption in the construction of their self-identity.” (Mertsalmi 2010)
“Belk (1988) continues that possessions form an extended self, which allows people to be different persons than they would be without their possessions.” (Mertsalmi 2010)
This can tie into how people want to be unique but also when in multiplayer games and playing with others they want to appear a certain way. I believe this thought process also carries over to what people enjoy showing off, such as with cars. People like showing off their stuff and with cars, their are special features that are possible add ons to tailor to the consumer that allows them to show off something that is an extension of their personality and identity. This could be applied to possible customization options when working with designs to better connect with them so that they can better connect with themselves and/or the community they want to maybe fit into better. Another point the reading talked about was using brands in video games, gets the player more excited about it. I relate this back to Fast and furious movies where they got a lot of brand deals to use and label all over the cars, which altered the car community and styles that they were interested in. This may express the need to use more branding on certain areas with customization.
