Sexualization is a prominently studied dimension of how media content contributes to problematic outcomes for women (e.g., self-objectification). In video game contexts, scholars have debated whether portrayals of powerful characters may disrupt undesirable outcomes of sexual objectification. In two studies, we experimentally manipulated sex appeal cues and strength cues in female characters. Participants reported their impressions in terms of key person perception outcomes and liking of the characters. We also aimed to understand how interactivity shapes impression formation by comparing viewing (Study 1) to playing (Study 2) contexts. Results indicated that sex appeal cues and strength cues interacted to shape character impressions but did so differently depending on the type of interaction participants had with the character. In both studies, sexual appeal cues produced greater disliking of the characters. Our discussion considers the findings with respect to character design in video games and other media entertainment.
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