Built by Love: Romantic Relationship Motives and Do‐It‐Yourself Product Consumption
从进化心理学角度研究浪漫关系动机如何影响男女对DIY产品的偏好，发现男性在关系形成动机下更偏好DIY产品，而女性在伴侣共同参与或感到权力增强时更偏好DIY产品。
ABSTRACT Do‐it‐yourself (DIY) products are widespread in the marketplace yet remain under‐researched. The present study therefore investigates consumers’ preferences for DIY products from an evolutionary psychology perspective. Specifically, we explore how the activation of two romantic relationship motives affects men's and women's DIY product preferences. Across four main studies and two supplementary ones ( N = 3014), we find that when a relationship formation motive is activated, men prefer DIY products more than women, as they tend to be more risk‐taking (Studies 1, 2, and Supplementary Study 1). Exploring this effect further, we find that women prefer DIY products more when they engage in the DIY consumption process together with a partner (Study 3) and when they experience an increased sense of power (Supplementary Study 2). We also find that the identified effect only holds in utilitarian (vs. hedonic) contexts (Study 4). The research has practical implications for marketers and retailers, as it indicates how DIY consumption can be increased both for men and women.