Character customization in video games as symbolic consumption - how characters are customized

dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.authorMertsalmi, Juhani
dc.contributor.departmentDepartment of Marketing and Managementen
dc.contributor.departmentMarkkinoinnin ja johtamisen laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Economicsen
dc.date.accessioned2011-11-14T11:23:28Z
dc.date.available2011-11-14T11:23:28Z
dc.date.dateaccepted2010-05-12
dc.date.issued2010
dc.description.abstractObjective of the study The objective of this study is to develop an understanding of how symbolic consumption takes place in video games as video game players customize their character. In real life products serve as symbols of their consumers and help consumers locate themselves in the society, but to this date the consumption in video games has not been studied largely. One recognized way to use customization is to display one’s favorite brands. Existing studies based on other types of virtual environments suggest that customization features are often used to create a representation of the self to the virtual environment. Research method This research takes a cultural approach to consumer research and is qualitative and interpretive in its nature. To conduct the study seven semi-structured interviews were conducted with Finnish 17–26 year-old video game players familiar with the games chosen for this study. Findings As its main findings, this study identifies two main themes that describe symbolic consumption in video games. First, 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. Second, symbolic resources that are provided through character customization are used playfully for example to create caricatures and mockeries of real-life characters and standards.en
dc.ethesisid12276
dc.format.extent70
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/408
dc.identifier.urnURN:NBN:fi:aalto-201111181320
dc.language.isoenen
dc.locationP1 I
dc.programme.majorMarketingen
dc.programme.majorMarkkinointifi
dc.subject.heleconmarkkinointi
dc.subject.heleconmarketing
dc.subject.heleconpelit
dc.subject.helecongames
dc.subject.heleconviihde
dc.subject.heleconentertainment
dc.subject.heleconvirtuaalitodellisuus
dc.subject.heleconvirtual reality
dc.subject.heleconkulutus
dc.subject.heleconconsumption
dc.subject.heleconkuluttajakäyttäytyminen
dc.subject.heleconconsumer behaviour
dc.subject.keywordcharacter customization
dc.subject.keywordconsumer research
dc.subject.keywordin-game advertising
dc.subject.keywordsymbolic consumption
dc.subject.keywordvideo games
dc.subject.keywordvirtual consumption
dc.titleCharacter customization in video games as symbolic consumption - how characters are customizeden
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes12276
local.aalto.openaccessyes
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