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Communication Arts & Sciences
Michigan State University
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Sex Doesn’t Sell, Powerful Women Do: Influence of Sexualized Depictions of Men and Women on Video Game Covers on Attitude, Purchase Intent, and Self-Objectification

by: Knittel, M., Dao, M., Boice, C. & Rhodes, N

Abstract

Although women make up approximately 45% of video game players most video games target a male audience. We report an online experiment with 169 college students that varied video game cover artwork in a 2X2 design depicting male and female characters in hyper-sexualized or counter-stereotypic ways. Results indicated that masculine female depiction elicited the most positive responses. These findings have important implications for encouraging more diverse depictions of women in video game advertising.

Reference

Knittel, M., Dao, M., Boice, C. & Rhodes, N. “Sex Doesn’t Sell, Powerful Women Do: Influence of Sexualized Depictions of Men and Women on Video Game Covers on Attitude, Purchase Intent, and Self-Objectification.”70th Annual International Communication Association Conference.2020.

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