““women are more likely to experience guilt when they engage in leisure activities in the home. This conflicted sense of leisure is exploited quite effectively by advertisers. From body lotion to chocolates, from yogurt to spa treatments, products are often marketed to women as guilt-free indulgences—that just this once, they can indulge in something special without feeling guilty about it. Advertisements for men almost never employ guilt. But this trope reveals an important social message: women are normally expected to feel guilty about leisure and pleasure. The stereotype of gaming as a waste of time likely exacerbates this expected guilt and further lowers women’s desire to game.””