Consumer Projects: Cultural Resources and the Pursuit of Consumer Agency

Consumer projects, such as Do-it-Yourself (DIY) projects are a pervasive yet highly involving form of consumption in the United States. Among other things, perhaps at their core, consumer projects have a cultural model of agentic experience and action. North American consumers use consumer projects to craft deeply meaningful, creative, and even transcendental experiences in which consumers see themselves as agentic actors. Our presentation examines how and under what conditions consumers generate a sense of consumer agency through their projects. We examine various consumer projects, such as home improvement, car tuning, bike fixing, and house painting and illuminate the relationships between cultural resources and agentic experiences.


Risto Moisio, Eric Arnould, and Zeynep Arsel (2005) ,"Consumer Projects: Cultural Resources and the Pursuit of Consumer Agency", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 6--9.


Risto Moisio, University of Nebraska - Lincoln
Eric Arnould, University of Nebraska - Lincoln
Zeynep Arsel, University of Wisconsin - Madison


E - European Advances in Consumer Research Volume 7 | 2005

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