How flow from fantasy sports affects consumer behavior

The following study chronicles how flow from individuals participating in fantasy sports affects consumer behavior, and how marketers can use this to improve the overall experience of fantasy sports. Using a modified version of Hoffman and Novak s Conceptual Model, several antecedents of flow, in addition to one consequence of flow, were analyzed from a fantasy sports perspective to determine whether they directly or indirectly affect flow in a positive manner. The participants in the study were comprised of Generation Y cohort students from a large, West-Coast-based public university. It was determined that several constructs affect flow in a positive manner in regard to fantasy sports, and the copious flow experiences lead to a more enjoyable experience overall. Marketers who enhance these specific flow constructs may find fantasy sports participants will encounter re-occurring flow experiences, allowing for more enjoyable overall experiences, increased participation, and increased future revenues