Why do Americans modify more?

Bonnie Nardi, a professor at the University of California, Irvine, has been given a $100,000 grant to study why American players mod World of Warcraft more than their Chinese counterparts.

"We are examining the many reasons for this disparity, including cultural and institutional factors," said Nardi.

The coming study isn't Nardi's first foray into gaming academics, either. According to the Register, she spent time last year observing players in Beijing internet cafes.

It probably has something to do with the fact that Americans are more used to customization than the Chinese are, generally speaking.

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