Effect of Customization on Cooperative Behavior

Dolgov, I., Graves, W. J., Nearents, M. R., Schwark, J. D., & Brooks Volkman, C. (2014). Effects of cooperative gaming and avatar customization on subsequent spontaneous helping behavior. Computers in Human Behavior, 33, 49–55. doi:10.1016/j.chb.2013.12.028
  • In a 2 (customization, no customization) x 2 (cooperative, competitive) study, participants (N=54) played a Wii Sports game for 25 minutes. Identification was higher for participants who customized their avatars.
  • This study found that if players customize their avatars, they show more subsequent spontaneous helping behavior.
  • In general, cooperative game engendered more helping behaviors after the gameplay.
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