Examining the Mediating Relationship of Aplay@ on Ritual Enduring Involvement

Lee Phillip McGinnis, Washburn University
James W. Gentry, University of Nebraska
ABSTRACT - The focus of this study is the examination of the effects of perceived sacredness of a particular consumer ritual on consumers’ level of Aplay@ and enduring involvement. In this study, the sociological concept of Aplay@ is operationalized as flow, communitas, and ecstasy. We also examine the relationship between the components of play and enduring involvement and how play can serve as a mediator. In a study of experienced golfers, play is found to mediate the relationship between the perception of golf as being sacred and one’s enduring involvement in the game.
[ to cite ]:
Lee Phillip McGinnis and James W. Gentry (2004) ,"Examining the Mediating Relationship of Aplay@ on Ritual Enduring Involvement", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 405-411.