Flow in Consumer Research: a Novel Approach

Flow, describing a highly enjoyable psychological state that people feel when they act with total involvement in an activity, has recently attracted more interest in consumer research. However, existing conceptualizations differ from each other which leads to a loss of generalizability of the construct. This paper aims to contribute to a universal application of the flow construct by providing broader coverage of all the characteristics of flow and testing the new conceptualization in three studies. The findings suggest four reflective dimensions of flow. Contrary to former studies, the sense of potential control does not seem to reflect the flow experience.



Citation:

Jan Drengner, Manuela Sachse, and Pia Furchheim (2009) ,"Flow in Consumer Research: a Novel Approach", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 670-671.

Authors

Jan Drengner, Chemnitz University of Technology, Germany
Manuela Sachse, Chemnitz University of Technology, Germany
Pia Furchheim, Chemnitz University of Technology, Germany



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More

Featured

L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List

Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, USA

Read More

Featured

I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.