Gender Stereotypes in Gaming Behavior: Play Styles, Gaming Motives, and Genre Preferences

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Game Studies Interactive Poster Session

Abstract

The paper presents results of a study that examined the influence of gender role orientations on gaming motives, game genre preferences, and different play styles. Applying social role theory, a theoretical model that includes the social (cooperative and competitive play styles) and operational (explorative and goal-oriented play styles) quality of gaming behavior was analyzed. After collecting empirical data through an online survey (n = 317), hypotheses were tested by structural equation modeling. Moreover, moderating effects of sociodemographic variables (sex, age, and educational level) were examined. Findings provide evidence for the existence of gender-typed motives of play, genre preferences, and–to a small extent–gaming behavior. Multiple group analyses revealed that gender-typing of motives, preferences and play styles varies in strength and direction by biological sex, age, and educational level.

Author

• Claudia Wilhelm, University of Erfurt