How to mitigate the negative effect of PDB on DIY preference

Purpose: This paper aims to explore the negative effect of power distance belief (PDB) on do-it-yourself (DIY) preference. It extends previous studies by delving into the underlying mechanism and identifying three theoretically driven moderators that could mitigate this negative effect. Design/methodology/approach: The paper uses secondary data at the country level and conducts three experiments involving participants from the USA and Germany. Findings: The results suggest that the adverse impact of PDB on DIY preference exists through the underlying mechanism of attitude toward customer power. This negative effect can be mitigated when individuals with high PDB focus on status, find themselves in a position of low power or engage in activities within a private consumption setting. Practical implications: For DIY companies, this study offers crucial insights into the impact of cultural values on consumers’ DIY preferences. By customizing their marketing communications, companies can resonate with high PDB customers more effectively. Originality/value: This research enhances DIY literature by introducing novel moderators within a theoretical framework, explaining why DIY preference might be low among individuals with high PDB and suggests ways to attenuate this effect.