How can avatar’s item customizability impact gamer loyalty?

Identification with Game Characters: Theoretical Explanations, Predictors, and Psychological Outcomes

This review investigates theoretical explanations, predictors, and psychological outcomes of identification with game characters. Theoretical explanations depended on Cohen’s conceptualization of identification with media characters, wishful identification, similarity identification, embodied presence concepts, self-perception, self-discrepancy, and social identity theories. Predictors included customizability, how the character is perceived (ideal, attractive, similar, real), narrative, immersion, presence, age, time spent playing/playing history, player’s psychological characteristics, and perceived performance. Psychological outcomes included enjoyment, flow experience, addiction, problematic gaming, playing motivations, self-efficacy, competence, short-term outcomes (change in aggression, empathy), intention to continue playing, game-related spending, social identification, and in-group bias. The self-discrepancy perspective provides the most prevalent explanation, which proposes that game characters are closer to players’ ideal selves, and identification with the game character reduces their self-discrepancies. However, the social identity perspective offers more overarching explanations discussing identification with game-related groups (groups created within the game and game community) and the game character together, thus pointing to a bigger picture where players develop social identities through interaction with game-related groups. Therefore, unlike other explanations discussing game character identification as a temporary experience, the social identity perspective indicates it may be a lasting experience. Regarding predictors, only two were game-related (customizability, narrative), while most were player-related (e.g., age, time spent playing, player’s psychological characteristics), which might show that player characteristics deserve more attention than the game itself to understand the identification process. Concerning psychological outcomes, while two were positive (enjoyment, flow experience) and two were negative (addiction, problematic gaming), most had various aftermaths, such as a short-term outcome of an increase in aggression or empathy.