Flow, describing a highly enjoyable psychological state that people feel when they act with total involvement in an activity, has recently attracted more interest in consumer research. However, existing conceptualizations differ from each other which leads to a loss of generalizability of the construct. This paper aims to contribute to a universal application of the flow construct by providing broader coverage of all the characteristics of flow and testing the new conceptualization in three studies. The findings suggest four reflective dimensions of flow. Contrary to former studies, the sense of potential control does not seem to reflect the flow experience.