Purpose Video gaming, which remains culturally embedded in masculine ideals, is increasingly becoming a leisure activity for female consumers. Guided by social dominance theory, this paper examines how female gamers navigate the masculine-oriented gaming consumption context. Methodology/approach...

Resource theory and the human capital argument remain the dominant theoretical perspectives for understanding household choice. Yet households in which wives earn more than their husbands do not reflect either one, possibly due to the assumption in these perspectives that all resources are...