Daniel is a football enthusiast. He watches all the big games, collects football memorabilia, and knows everything there is to know about football history. His best friend Charles is not a football fan. However, he does enjoy watching the Super Bowl every year because of all the excitement. He even finds that he gets really into the game. Usually the Super Bowl is the only football game Charles watches, but he still looks forward to it every year. Daniel has a(n) involvement with football, whereas Charles has more of a(n) _involvement.

Situational involvement reflects temporary feelings of heightened in- volvement that accompany a particular situation (Houston & Rothschild, 1978).

El and SI relationships have not been widely studied, in part because additional conceptual development is necessary with respect to the latter concept.

What is Enduring Involvement?

Higie & Feick (1989) define enduring involvement as “an individual difference variable representing the arousal potential of a product or activity that causes personal relevance” (p. 690). Using the wine example, a “connoisseur” shows a high enduring involvement with wine.

This research was conducted to investigate relationships between enduring involvement (EI), situational involvement (SI), and flow. It was hypothesized that the constructs would be related and that SI would mediate relationships between EI and flow.

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