Effects of Individual Video Game Protagonist Sex on Identification and Purchase Intention

• In Event: Portrayals of Identity in and Around Video Games

Abstract

Video game developers have recently claimed to meet resistance from prospective publishers in accepting video games with female protagonists for widespread promotion and distribution, by calling into question issues of identification with the character. The present study employs an experiment exploring effects of protagonist sex on liking, wishful identification, and similarity, as well as behavioral intentions to try, recommend, and purchase a video game. Participants were shown fictional descriptions of video games with names and gender pronouns manipulated to include male, female, or sex-neutral. Results indicate male participants had more positive evaluations of protagonists and games, with no effect of protagonist gender. Results also indicate positive effects of identification with the protagonist on overall evaluations of the game, including purchase intention.

Authors

• Ted M. Dickinson, The Ohio State University

• Michael Hanus, Ohio State U

• Roselyn J. Lee-Won, Ohio State U