Type of Document	Dissertation
Author	Hooker, Robert Edward
URN	etd-05122010-120712
Title	Going with the Flow: Linking Flow, Brand Attitudes, and Purchase Intent in Virtual Worlds
Degree	Doctor of Philosophy
Department	Management, Department of
Advisory Committee	Advisor Name Title David Paradice Committee Co-Chair Molly Wasko Committee Co-Chair Deborah Armstrong Committee Member Robin Teigland Committee Member Charles Hofacker University Representative
Keywords	Flow Brand Attitudes Virtual Worlds Marketing
Date of Defense	2010-04-29
Availability	unrestricted
Abstract The purpose of this study was to examine ways to improve marketing efforts to virtual world participants on the part of brands. In addressing this issue, this study built and tested a full model of flow, separating the perceptions associated with the activity from the resulting mental state. This research also connected flow with brand attitudes and with behavioral intentions regarding online shopping. Data collected from 348 virtual world participants confirm that flow can be defined as a separate mental state with at least two antecedents, as opposed to a unidemensional construct. Additionally, a participants level of flow should have a positive and direct impact upon his/her attitude about a brand and its associated products.
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