Consumer Microflow Experiences

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Date
2019-11
Authors
Lavoie, Raymond
Main, Kelley J.
Journal Title
Journal ISSN
Volume Title
Publisher
Psychology and Marketing
Abstract
This research explores relatively short, low intensity flow states, called microflow, and demonstrates that they differ from their longer, more complex deepflow variants with regards to antecedents. As an advancement to flow theory, we demonstrate that the ideal condition to elicit microflow is when skills are slightly higher than the difficulty of the task. Importantly, despite being relatively shorter, microflow experiences still have a strong positive influence on consumer attitudes. Our research also advances theory by demonstrating that the two dimensions of microflow have different relationships with the level of difficulty and consumer attitudes. We discuss both theoretical and practical implications.
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Keywords
flow, microflow, consumer behavior, consumer attitudes
Citation
APA