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The Impact of Gender Inclusivity in Video Games Subscriptions Ads


The Impact of Gender Inclusivity in Video Games Subscriptions Ads

Tourangeau, Jennifer (2022) The Impact of Gender Inclusivity in Video Games Subscriptions Ads. Masters thesis, Concordia University.

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While the concept of inclusivity in advertisement is becoming more universal, male-dominated industries might see a counter effect when adapting their advertisement and including more diversity. This research examines how gender inclusivity in video game advertisements influences consumer responses. It empirically tested in 2x2 experiments whether gender inclusive (vs. gender non-inclusive) advertising impacted consumers’ (male vs females) likeability of the ad and purchase intentions. Study 1 found that male consumers reported a significantly lower liking of the gender inclusive (versus gender non-inclusive) ad compared to female consumers, however, this adverse effect was not replicated for purchase intention. Study 2 tested the mediating role of perception of endorser competence, as well as the role of perception of fit of the ad to the video game industry, but the results are not significant. This research provides insights for marketers that want to penetrate female markets in the video gaming industry. Additional implications and future research ideas are also discussed.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Tourangeau, Jennifer
Institution:Concordia University
Degree Name:M.A. Sc.
Date:4 August 2022
Thesis Supervisor(s):Sobol, Kamila
Keywords:Marketing Video Games Gaming Consumer behavior Male-dominated Industries
ID Code:990986
Deposited By: Jennifer Tourangeau
Deposited On:27 Oct 2022 14:22
Last Modified:27 Oct 2022 14:22


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