Abstract

Gaming literature largely treats customization as a monolithic concept. This article provides three experiments that test the differences between appearance customization and ability customization. While these three studies provided a degree of replication, they examined between 105 and 147 college students in three different video game scenarios (no game play, non-human avatar, and difficult game). While the results varied slightly based on the scenario, evidence emerged that appearance customization was more likely than ability customization to enhance participant attitude toward the game and likelihood to spend money on the game. The findings of these studies should inform the types of customization used in a variety of domains and should provide guidance on the design process to offer simple and cost-effective methods to improve sales and attitudes toward content. Specifically, appearance customization is a more effective way for organizations to influence users.