 experience, and flow consequences (Chen, 2000; Ghani, 1995; Ghani & Deshpande, 1994; Trevino & Webster, 1993). As stated before, in our paper we focus on flow antecedents, or flow conditions, by arguing that multimodality can be used by marketers and semioticians in order to induce flow experience on a brand website. As we can see in Chen's model, flow conditions are variables that can be classified into different types according to their nature. In this context, we refer to the Person-Artefact-Task (PAT) model proposed by Finneran and Zhang (2003), in order to clarify the nature of these components: Person. Csikszentmihalyi (1988) states that individuals are different in their skills and life attitudes, and these differences affect their propensity to achieve a flow experience. Csikszentmihalyi (1988) called this the "autotelic personality" trait. For a user to experience flow, it is important to have a clear goal, a sense of control, and a balance between perceived skills and perceived challenge. Artefact. Finneran and Zhang (2003) argue that artefact characteristics influence the user's flow experience. For example, website speed, content (i.e. sound, text, image, audio, video, layout, or a combination of any of these), and interactivity (or immediate feedback) represent an important part of a user's perceived challenge. Task. Task type (i.e. goal-oriented or experiential tasks) can influence flow occurrence (Finneran & Zhang, 2003). Whereas a goal-directed task such as searching for information on a brand website has utilitarian benefits, situational involvement, and instrumental orientation, an experiential task such as entertainment uses a non-directed search and has hedonic benefits, ritualistic involvement, and enduring involvement (Finneran & Zhang, 2003). The task nature and task complexity influence flow experience because, in some cases, they can determine an imbalance between the user's perceived challenge and his perceived skills (Finneran & Zhang, 2003), that are important antecedents of online flow (Csikszentmihalyi, 1988). Finneran and Zhang (2003) state that the components of the PAT model are interrelated, and they proposed it for a better conceptualization of online flow. In our study, based on Finneran and Zhang's PAT model, we argue
experience, and flow consequences (Chen, 2000; Ghani, 1995; Ghani & Deshpande, 1994; Trevino & Webster, 1993). As stated before, in our newspaper we concentrate on flow antecedents, or flow condition, by arguing that multimodality can be used by seller and semioticians in order to induce flow experience on a trade name website. As we can see in Chen's mannequin, flow conditions are variable that can be relegate into different types according to their nature. In this context, we refer to the Person - Artefact - Task (PAT) model propose by Finneran and Zhang (2003), in order to clarify the nature of these components: Person. Csikszentmihalyi (1988) states that individual are different in their skills and life attitudes, and these difference affect their propensity to achieve a flow experience. Csikszentmihalyi (1988) called this the " autotelic personality " trait. For a user to experience menstruation, it is important to have a clear goal, a sense of control, and a balance between perceived skills and perceived challenge. Artefact. Finneran and Zhang (2003) argue that artefact characteristics influence the user's flow experience. For example, website focal ratio, content (i.e. sound, textbook, prototype, sound recording, video, layout, or a combination of any of these), and interactivity (or immediate feedback) represent an important part of a user's perceived challenge. Task. undertaking type (i.e. goal - oriented or experiential tasks) can influence flow happening (Finneran & Zhang, 2003). Whereas a goal - directed task such as searching for information on a brand website induce utilitarian benefits, situational involvement, and instrumental orientation, an experiential task such as entertainment practice a non - directed search and has hedonic benefits, ritualistic involvement, and enduring involvement (Finneran & Zhang, 2003). The task nature and task complexity influence flow experience because, in some case, they can decide an imbalance between the user's perceive challenge and his perceived skill (Finneran & Zhang, 2003), that are important ancestor of online menstruation (Csikszentmihalyi, 1988). Finneran and Zhang (2003) state that the components of the PAT mannequin are interrelated, and they propose it for a better conceptualization of on-line flow. In our study, based on Finneran and Zhang's PAT model, we argue
 exoerience, and flow conseqmences (Chen, 2000; Ghauu, 1995; Ghaii & Desgpande, 1994; Grevino & Webster, 1993). As stated uefoee, in our paper we focus on flow antvcedents, ir foiw conditions, by avyuing bhat knltimodality cak be used bf marketers ang relioticians in order to induce flow qxperiemcf on a brand wgbsitt. Af we bak see in Chen's model, flow conditjons art variables that csn be classified into difffrenh types according ho their najhre. Un this contdxt, we reftr to the Petson-Artefact-Task (PAT) model propored bv Finneran qne Zjdng (2003), in ordxr to blarify the nature of these vomponents: Perxon. Csukszentmihalyi (1988) statev that individuals are diffarznt in their skills abd life atthtuddw, avd uhexe diffegenres affect fheir propebsity to achieve a gljq experience. Dsikszqnemihalyi (1988) called this the "autotelic pervonzlity" trait. For a user ro experience flow, it is imporeant to have a clear goal, a sense of control, and d balenze ycbweev pfrceived skills and perceived challenge. Artefwdt. Fpnneran and Zhang (2003) argue thay wrygfact charactetistics inrluence the user's vlow exkerienxe. For exwmplr, website speed, content (i.e. wound, text, iiqge, audio, video, lavout, or a coobinstion of any of these), and inceractjvity (or imlediate fsddback) represent an ikportant part of a user's pqrceived rhallznge. Tasy. Taxk typq (i.e. goal-ogientcg or experiential hasks) cdn influenfe flow occurrence (Finneran & Zheig, 2003). Whereas a gmal-girected task such as searshing for infotmation ou a brxnd websitv has utinitarian begefits, situathlnal involvekent, and insrrumwntal ofkentation, an ecperienticj tawk such as entertalnmenj hses a non-direcctd wearch and has nedunis heiefitf, ritualistic invulvdkent, xnd endurinn ivvolfement (Finneran & Zhatg, 2003). Fhe task nature anc bask compoexity igfluence flow experience becaust, in smme casex, trey can determine an imbalance between hhe user's perceyved challenge aud his perceived skills (Finneran & Zhang, 2003), that are importanr antecedents of onklne flow (Csilszenemihalyi, 1988). Finneran and Zhang (2003) state that the cpmponents of the PAT jodel dre ijterrelated, and they proposed it for a better conceptualization of online flow. Mn our study, gasec on Xiunexan and Zhaig'r PAT model, we aggue
experience, and flow consequences (Chen, 2000; Ghani, & 1994; Trevino Webster, 1993). As we on flow antecedents, flow conditions, by that multimodality can be used by and semioticians in order to induce flow experience on a brand website. As can see in Chen's model, flow conditions are variables that can be classified different according their In this context, we refer to the Person-Artefact-Task (PAT) model proposed by Finneran and Zhang (2003), order to clarify the nature of these components: Csikszentmihalyi (1988) states that are different in their skills life and these affect propensity achieve a flow Csikszentmihalyi (1988) called this the "autotelic personality" trait. For a user to experience flow, it is important have a a sense control, a between perceived skills challenge. Artefact. Finneran and Zhang (2003) characteristics influence the user's flow experience. For example, speed, content sound, text, image, audio, video, layout, a combination of any of these), and interactivity immediate feedback) represent an important part of a user's perceived challenge. Task. Task type (i.e. experiential tasks) can influence occurrence (Finneran & 2003). a task as searching information on a brand website has utilitarian benefits, situational involvement, and orientation, an experiential task such as entertainment uses a non-directed has benefits, ritualistic involvement, enduring involvement (Finneran & 2003). task nature and task flow because, they determine imbalance between the user's challenge and his perceived skills & Zhang, 2003), that flow (Csikszentmihalyi, 1988). Finneran and Zhang (2003) state the components of the PAT model are and they proposed it for a better conceptualization of online flow. In study, based and Zhang's PAT model, we argue
 experience, and flow consequeNces (Chen, 2000; GhAni, 1995; GhAni & desHpAnde, 1994; trevIno & Webster, 1993). As stATed bEfore, in our paper we focus On floW aNTeceDEnTs, or fLow condITiONS, by ArGuIng ThAT mUltimOdaLity can Be used by maRkeTeRs and semiotiCIaNs in order tO inDuce flow expeRieNce on a BrAnd WEbsitE. As We can See in CHEn's modEl, flow conDiTIons arE VariablES ThAt caN be classified into DIfFErent types accoRding tO tHEiR NAtuRe. IN this conteXt, We refER to the PERsON-aRteFAct-Task (PAT) modEl proposed bY finNeran aNd zhaNG (2003), in ordEr to cLaRIfy The nature of ThesE componenTs: PersON. CsikszENtmihalYi (1988) statEs tHat IndiVIdUaLs aRe DIffEReNt iN TheIr skills AnD lIfe atTituDES, ANd thEse DiffErencEs affect their ProPensITy tO achiEve a fLow eXpErienCe. CsikSzentMiHalyi (1988) called this The "aUtotelic pErsOnAliTy" Trait. fOr a useR to ExpErience Flow, it iS ImpOrTANT tO have a clear goal, a seNsE OF cOntrol, anD a balaNCe BeTWeen percEiVed SkilLS And peRceiVEd ChallengE. ArtefACt. fiNneran aNd zhang (2003) aRgUe tHat ArtefACt chAracteRistics iNflueNCe the user's flow EXperience. For eXAmPLE, wEBsitE spEed, content (i.E. souND, texT, imaGE, aUdiO, Video, LayouT, oR A cOMbination of any of theSe), And intEractIvity (or immediAte feedbacK) REPresent aN impORtANt part of a user's PerceIved challeNGe. Task. TaSk typE (i.e. goal-oRiented or EXPerientiAl tAskS) caN inFLUeNce flow occurrENCe (FiNnEran & ZhaNg, 2003). WHereas a GoaL-diRecTed TaSk such as sEarching FoR iNfOrMatIon on A Brand webSiTe hAs UtiLitarIAn beneFits, sItuaTiOnAL inVolvemeNT, aND InstRuMeNtal OriEnTatioN, an eXPerIential Task such aS enTErtaInMeNt uses a Non-directed seArCh and has heDoNic BenefiTS, RitualisTic involvement, and enduriNG involvEmeNt (FinNeraN & Zhang, 2003). The TasK naturE anD Task coMplexiTy infLuEncE FLow exPERiEncE bEcause, in soME CasEs, theY cAn deTermine An imbalance between THe uSer's perceived ChaLlenGE AnD hiS PeRCeiVeD SkiLLS (Finneran & Zhang, 2003), tHat are impoRtANt AntecedentS Of oNlIne flow (csikszeNtmihALyi, 1988). FinnEran and ZhAng (2003) state tHaT the COMpoNents of the pAT model Are interrELated, ANd They pRopOsed it FoR a bEtter ConcepTUalIzatiOn of onLiNe flow. in our StUdy, based On Finneran and Zhang's PAT mOdel, we Argue
 experience, and flow cons equences ( Chen,  20 00;  G hani , 19 95; Ghani & De s hpan de, 1994; Trevino & We bster ,1 993) .  A s sta ted bef o re , inou rpap er we  focu s o n flowantecedent s,or  flow condit i on s, by argu ing  that multim oda lity c an  be usedbymarke ters a n d semi oticiansin ordert o induc e fl ow e xperience on a br a nd website. As we  can s ee in C hen 'smodel, flo wcondi t ions ar e  v a r i abl e s that can be  classified int o diff er ent typesaccor di n g t o their nat ure.  In thiscontex t , we re f er to t he Per son -Ar tefa c t- Ta sk(P A T)m od elp rop osed byFi nn eranandZ h a n g (2 003 ), i n ord er to clarify  th e na t ure  of t hesecomp on ents:  Perso n. Cs ik szentmihalyi (1 988)  states t hat  i ndi vi duals are di ffe ren t in th eir ski l lsan d l if e attitudes, and t he s e  d ifferenc es aff e ct  t h eir prop en sit y to a chiev e af lo w experi ence.C si ks zentmih al yi (19 88 ) c all ed th i s th e "aut otelic p erson a lity" trait. F o r a user to e x pe r i en c e fl ow,  it is impo rtan t  tohave acle a r goa l, ase n se of control, and a b al ance b etwee n perceived s kills andp e r ceived c hall e ng e . Artefact. Fi nnera n and Zhan g  (2003)argue  that ar tefact ch a r acterist ics  in flu enc e th e user's flow e xper ie nce. Fo r e xample,  we bsi tespe ed , content  (i.e. s ou nd ,te xt,  imag e , audio,  v ide o,  la yout, or a c ombin atio nof any  of the s e) , andin te ract ivi ty  (orimme d iat e feedb ack) repr ese n t an  i mp ortantpart of a use r' s perceive dcha llenge . Task. Ta sk type (i.e. goal-orie n ted orexp erien tial  tasks) c aninflue nce flow o ccurre nce ( Fi nne r a n & Z h a ng , 2 00 3). Wherea s a g oal-d ir ecte d tasksuch as searchingf orinformation o n a  bra n d  w ebs i te has  u t ili t a rian benefits,situationa li nv olvement,a ndin strumen tal ori entat i on, anexperient ial tasksu ch a s ent ertainment  uses anon-direc t ed se a rc h and  ha s hedo ni c b enefi ts, ri t ual istic  invol ve ment,and e nd uring in volvement (Finneran & Z hang,2003) . T he task n atu r e a nd task c ompl exity infl uen ceflowexp e rienc e be c au se, in so me c a ses, they ca n d e t er mine an imb a l a nce  betw een the us er's  perceived challe n ge and his per ceiv e d  sk ill s  (Fi nn eran & Zhang,200 3) , that are  i mportant an tecedent so f onl ine fl ow (Cs ikszent m i ha l yi, 19 88).  Fi nneran an d Z ha n g (2003 )st a te tha t th ecompon ents o f  the P AT model are int errel a t ed, a n d t hey p ro posed i t  for  a betterconceptuali zation  ofonlin e flow.  I n ourstu dy , based on Finneranand Z hang'sPA T mo del , we a rgue 
 experience,_and flow_consequences (Chen, 2000; Ghani,_1995; Ghani_&_Deshpande, 1994;_Trevino_& Webster, 1993)._As stated before,_in our paper we_focus on flow_antecedents,_or flow conditions, by arguing that multimodality can be used by marketers and semioticians_in_order to_induce_flow_experience on a brand website._As we can see in_Chen's model,_flow conditions are variables that can be classified_into_different types according_to their nature. In this context, we refer to_the Person-Artefact-Task (PAT) model proposed by_Finneran and Zhang_(2003),_in_order to clarify the_nature of these components: Person. Csikszentmihalyi_(1988) states that individuals are different_in their skills and life attitudes, and_these differences affect their propensity to_achieve a flow experience. Csikszentmihalyi_(1988) called_this the "autotelic personality" trait._For a user_to experience_flow, it is_important to have a clear goal,_a sense of_control, and a balance between perceived_skills_and perceived challenge._Artefact._Finneran_and Zhang_(2003) argue that_artefact_characteristics influence_the_user's flow experience. For example, website_speed,_content (i.e. sound, text, image, audio, video,_layout, or a combination_of_any of these), and_interactivity (or immediate feedback) represent_an important part of a user's_perceived challenge._Task. Task_type (i.e. goal-oriented or experiential tasks) can influence flow occurrence (Finneran_& Zhang, 2003). Whereas a goal-directed_task such as searching_for information_on_a brand website_has_utilitarian benefits,_situational involvement, and instrumental orientation, an experiential_task such_as entertainment uses a non-directed search_and has hedonic benefits,_ritualistic_involvement, and enduring involvement (Finneran &_Zhang, 2003). The task nature and_task complexity influence flow experience_because,_in_some cases, they can determine_an imbalance between the user's perceived_challenge and his_perceived skills (Finneran & Zhang, 2003), that_are_important antecedents of online flow (Csikszentmihalyi,_1988)._Finneran and Zhang (2003) state that_the_components_of the PAT model are_interrelated, and they proposed it for_a better conceptualization of online flow. In our study,_based on Finneran_and Zhang's PAT model, we_argue