The Effects of Sex-Type, the Sex of the Avatar, and Salience of the Sex of the Avatar on Emotional Valence and Arousal.

The objective of this study was to investigate the effects of avatar sex, salience of avatar sex, and player sex-type on less conscious embodied emotional arousal and valence vs. consciously perceived emotional arousal and valence elicited by a gaming experience. The experiment conducted a 2 avatar sex (female × male) × 2 salience of avatar sex (high × low) × 2 player sex-type (sex-typed × non-sex-typed) mixed model factorial design.