AMS Review

, Volume 1, Issue 3–4, pp 154–170 | Cite as

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

  • Marco Wolf
  • Shaun McQuitty


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.


Do-it-yourself (DIY) Consumer behavior Motivations Outcomes Prosumption 


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Copyright information

© Academy of Marketing Science 2011

Authors and Affiliations

  1. 1.Department of MarketingUniversity of Southern MississippiLong BeachUSA
  2. 2.Faculty of BusinessAthabasca UniversityAthabascaCanada

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