Consumer Microflow Experiences

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dc.contributor.authorLavoie, Raymond
dc.contributor.authorMain, Kelley J.
dc.date.accessioned2019-11-15T20:39:52Z
dc.date.available2019-11-15T20:39:52Z
dc.date.issued2019-11
dc.date.submitted2019-11-14T17:59:01Zen
dc.description.abstractThis 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.en_US
dc.description.sponsorshipSSHRC F. Ross Johnson Professorshipen_US
dc.identifier.citationAPAen_US
dc.identifier.doi10.1002/mar.21262
dc.identifier.urihttp://hdl.handle.net/1993/34373
dc.language.isoengen_US
dc.publisherPsychology and Marketingen_US
dc.rightsopen accessen_US
dc.subjectflowen_US
dc.subjectmicroflowen_US
dc.subjectconsumer behavioren_US
dc.subjectconsumer attitudesen_US
dc.titleConsumer Microflow Experiencesen_US
dc.typeArticleen_US
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