14 research outputs found

    Understanding the do-it-yourself consumer: DIY motivations and outcomes

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    Do-it-yourself (DIY) is an increasingly popular consumer behavior, but little is known about this large consumer segment. We undertake a depth interview study and review diverse literatures to develop a conceptual model of DIY behavior that explores the reasons why consumers DIY and the benefits they receive. The purpose of the model is to improve our understanding of a consumer segment that, in many ways, behaves differently from typical consumers. Research propositions are derived and discussions of implications and ideas for future research follow

    Mapping Ideology: Combining the Schwartz Value Circumplex with Evolutionary Theory to Explain Ideological Differences

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