The study results also indicate it works differently depending on gender. For men, the DIY motivation arises relatively more from a desire to form a new relationship, while for both men and women, the DIY motivation arises from a desire to maintain an existing relationship. The study considers do-it-yourself as do-it-with-a-romance-partner.
For their studies, the researchers defined DIY as consumers’ active participation in the creation, transformation, personalization, or maintenance of a product or service that would otherwise be performed by a professional. Examples include making your clothing, assembling your furniture, maintaining your car, and investing without financial advisor guidance.
Among the benefits of DIY you could advertise are saving money, customizing to fit individual needs, accruing the pleasure of creativity, and expressing individual identity. Adding a relationship motivation increases the effectiveness of that advertising. The researchers suggest that for heterosexual men, you use cues associated with relationship formation: Romantic words in the text. Attractive women as models. Advertising on dating websites and in association with romantic movies. At the same time, both heterosexual men and women will respond to an ad describing partner collaboration in DIY as an opportunity to strengthen a romantic relationship.
Underpinning the researchers’ explanation for their findings and suggestions is the role of risk taking in mating. This leads them to another insight: Minimizing the potential risk of a DIY project might actually result in lower sales.
The researchers cite prior research about DIY motivation which concludes that men are frequently driven by enjoyment of craftsmanship and women frequently find in DIY participation feelings of empowerment. A set of researchers at University of Southern Mississippi and Appalachian State University suggest you improve DIY sales to women by appealing to and cultivating empowerment. Keep your salesperson role one of coach, who reassures the woman of availability until the project is completed and encourages the woman to buy what’s needed. Stay away from seeming like a superhero who aims to rescue the damsel in distress.
Another study concludes that with women under financial strain, you point out the economic empowerment from completion of their projects.
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