The relationship between product modification and personal identity

Abstract

Central to this study is the question of how males utilise car modification in the construction of their identity and what effect this has on their purchase behaviour. This research explores the process of how individuals utilise their cars to construct, enhance and maintain their identities by modifying them. The research explores six areas: the self-concept as the primary influencer, possessions influencing personality traits, car as extension of self, importance of differentiation, meanings and values and identity influencing consumption. A sample size of 14 males aged between the ages of 20 and 25 residing in Johannesburg and Durban who were or had actively modified their cars were the research participants. This study used a qualitative semi-structured interview process to collect data, and inductive content analysis as the analytical approach. The findings reveal that the self-concept remains to be the primary influencing factor for the type of modifications carried out. The modified car is able to add identity traits to the core identity of the individual. The public and private meanings derived from ownership are interdependent and require each other in order to be valuable. The identity created through car modification did not influence the consumption habits of the individual. The identity, as with the self-concept, was always evolving, never remaining stagnant. The research participants were looking to standout from those around them. They needed to be differentiated and their cars provided the means by which to do this. This study has relevance for car marketers and could be used as a way for them and manufacturers to better enhance their understanding of the individuals to whom they market their cars and what impact they have on others within the social space.