Effects of Character Customizability on Aggression in Violent Video Game Play

Abstract

This study examined aggression and avatar appearance in video games by applying a social identity perspective. This study advances research by exploring how avatar identification affects aggression during and following violent video game play. It was predicted that similarity in appearance between one’s avatar and other gamers would influence perceptions of ingroup and outgroup membership, which in turn would influence the view of verbal aggression as a normative group behavior, leading to increased overt aggressive behavior. Participants were brought into a laboratory and played a video game with a confederate. The experimental test produced mixed results for the application of avatar identification and self-­‐categorization theory on aggression in video games. Identification with one’s avatar predicted intent to verbally aggress. However, counter to expectations, participants experienced more hostility when their avatar was similar in appearance to the other player’s avatar and the other player did not engage in verbal aggression. Theoretical and practical implications of these results are discussed.