"This underrepresentation of women even pervades television commercials, where women not only appear less, but are also more likely to be portrayed as secondary characters supporting a male character when they are present (Ganahl, Prinsen, & Netzley, 2003). The same trend holds true for video games, where female characters are less likely to be heroes or main characters and, when they are included, they tend to dress in a manner consistent with stereotypes (Dietz, 1998). Female (vs. male) video game characters are also more likely to be sexualized and scantily dressed, while male characters tend to be hypermasculine and violent (Dill & Thill, 2007). And, consistent with research on other media effects, sexist content does affect consumers in a content-consistent manner. For example, media consumption in general (Swami et al., 2010) and frequency of playing sexist video games specifically are both associated with greater benevolent sexism (Stermer & Burkley, 2015). In another study, greater video game playing over one's lifetime was found to correlate with hostile sexism (Fox & Potocki, 2016). Together, the research shows that the way gender roles are portrayed in media can influence consumers’ own attitudes."