Abstract

This study investigates how players make ethical decisions in Fable III, a video game, with consideration to avatar gender. Thirty males, 18 to 34 years old, were recruited; 20 were assigned to play Fable III, with half assigned to play as a male avatar (Condition 1), and half assigned as a female avatar (Condition 2). Any ethical thinking skills and thought processes used were identified using a researcher-developed coding scheme. Analysis suggests that all game players, regardless of avatar gender, practiced ethical thinking—35 skills and 19 thought processes were identified and categorized. There were few differences found between conditions; however, when gender was a salient factor in a decision, this affected ethical decisions more frequently. Those in Condition 1 more frequently reported a personal connection to their avatar, and Condition 2 participants reported that gender factored into decisions more at the beginning of the game rather than at the end.