Examining the Mediating Relationship of Aplay@ on Ritual Enduring Involvement

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.


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.


Lee Phillip McGinnis, Washburn University
James W. Gentry, University of Nebraska


NA - Advances in Consumer Research Volume 31 | 2004

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