Handbook of Research on Gender and Marketing
Edward Elgar Publishing
As video game technology has evolved, so too has the gendered nature of the video gaming subculture. This chapter characterizes the broad cultural context of gaming and the shifting social patterns of gendered game play. By reviewing existing research at the intersection of gender, gaming, and consumption, we identify three primary research opportunities to build upon existing research: understanding consumers’ lived experiences in the gendered gaming subculture, exploring the gendered gaming marketplace (e.g., shopping, advertising), and investigating the systemic, structural, and cultural underpinnings of gaming. Existing research in the field is not exhaustive nor complete; rather, opportunities for research identify gaps that should be examined more fully by building on existing foundational research. We also address potential challenges of conducting gender-based research in the context of gaming
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Drenten, Jenna M.; Harrison, Robert L.; and Pendarvis, Nicholas J.. Video Gaming As A Gendered Pursuit. Handbook of Research on Gender and Marketing, , : 17, 2019. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works,
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© Edward Elgar Publishing 2019