This thesis helps substantiate the hypothesis that customization activities can denote an underlying psychological need to invent, adapt, and express oneself (create identity) in a social context---the implications of which may appear to conflict with the aims of a mass-manufacture hegemony. This research focuses on the distinct history, culture, and needs of "car customizers"---or those individuals who buy and/or create personalized modifications for vehicles. Considering the growing trend of individual-initiated customization, the methods and motivations of car customizers act as an important case study for product manufacturers affected by similar activities.; Data were collected through literature review, interviews (using video, audio, and special photographic/audio methods), and ethnographic observations of car customizers within the Greater Phoenix area. Analyses involve psychological and sociological perspectives, as well as manufacturing methodologies. Results show evidence of a personal and culturally influenced impetus for customization: Conclusions include implications for industrial designers and future research into customization.
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