Female Gamers: an Investigation of Gendered Consumer Vulnerability

Guided by social dominance theory, this paper examines how female gamers navigate the gender biases and marginalization experienced in the masculine-oriented gaming consumption context. Findings reveal an undercurrent of gender-based consumer vulnerability, harassment, and systematic disempowerment, driven by stereotypical perceptions of “gamer girls” in the gaming subculture.


Robert L. Harrison, Jenna M. Drenten, and Nicholas Pendarvis (2016) ,"Female Gamers: an Investigation of Gendered Consumer Vulnerability", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 236-240.


Robert L. Harrison, Western Michigan University, USA
Jenna M. Drenten, Loyola University Chicago, USA
Nicholas Pendarvis, University of South Carolina, USA


NA - Advances in Consumer Research Volume 44 | 2016

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