Virtual worlds initially gained visibility from businesses seeking to create a virtual brand presence within the online platforms. More recently however, many companies have abandoned virtual worlds, leading experts to speculate that a lack of knowledge about how to effectively market branded products may ultimately represent one the contributing factors in the seemingly mass corporate exodus. Virtual worlds offer opportunities for high levels of involvement in activities, which are consistent with flow theory. Flow has been defined inconsistently within the information systems (IS) literature. This research-in-progress examines how a reconceptualized model of flow influences brand attitudes and purchase intention of individuals participating in virtual worlds.