Handbook of Research on Gender and Marketing
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Handbook of Research on Gender and Marketing

Edited by Susan Dobscha

Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
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Chapter 2: Video gaming as a gendered pursuit

Jenna Drenten, Robert L. Harrison and Nicholas J. Pendarvis


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 gameplay. 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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