Examining the Mediating Relationship of "Play" 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 "play" and enduring involvement. In this study, the sociological concept of "play" 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 gold as being sacred and one's enduring involvement in the game.