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Productive Consumption in the Class-Mediated Construction of Domestic Masculinity: Do-It-Yourself (DIY) Home Improvement in Men's Identity Work

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  • Risto Moisio
  • Eric J. Arnould
  • James W. Gentry

Abstract

In the context of do-it-yourself (DIY) home improvement, this article extends theorizing on productive consumption, domestic masculinity, and social class. Based on interviews with informants varying in cultural capital endowments, the findings reveal that productive consumption shapes domestic masculinity in relation to class-mediated identity conflicts and ideals. Among high-cultural-capital (HCC) informants, DIY home improvement counters the burdens of knowledge work. The suburban home materializes as a leisurely venue for productive consumption where HCC informants fashion themselves as suburban-craftsmen involved in autotherapeutic labor. Low-cultural-capital (LCC) informants' involvement in DIY home improvement is animated by a different identity conflict and identity ideal. Due to limits on fulfilling normative expectations for economic provisioning, LCC informants liken home to a workplace. Through productive consumption at home, LCC informants enact an identity ideal of family-handyman, thus fashioning themselves as rightful, masculine family stewards.

Suggested Citation

  • Risto Moisio & Eric J. Arnould & James W. Gentry, 2013. "Productive Consumption in the Class-Mediated Construction of Domestic Masculinity: Do-It-Yourself (DIY) Home Improvement in Men's Identity Work," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(2), pages 298-316.
    • Handle: RePEc:oup:jconrs:doi:10.1086/670238
    DOI: 10.1086/670238
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    1. repec:oup:jecgeo:v:50:y:2023:i:2:p:282-302. is not listed on IDEAS
    2. Boyaval, Marine & Herbert, Maud, 2018. "One for all and all for one? The bliss and torment in communal entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 412-422.
    3. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 304-323, December.
    4. Cristina Longo & Avi Shankar & Peter Nuttall, 2019. "“It’s Not Easy Living a Sustainable Lifestyle”: How Greater Knowledge Leads to Dilemmas, Tensions and Paralysis," Journal of Business Ethics, Springer, vol. 154(3), pages 759-779, February.
    5. Walther, Luciana & Schouten, John W., 2016. "Next stop, Pleasure Town: Identity transformation and women's erotic consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 273-283.
    6. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in Marketing: Synthesis, Critical Review, and Agenda for Future Research," Working Papers 2019-001, Department of Research, Ipag Business School.
    7. Bernard Cova, 2021. "The new frontier of consumer experiences: escape through pain," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 60-69, June.
    8. Capeau, Fanny & Valette-Florence, Pierre & Cova, Véronique, 2024. "A consumer demands-resources model of engagement: Theoretical and managerial contributions from a cross-validated predictive ability test procedure," Journal of Business Research, Elsevier, vol. 177(C).
    9. Anne Kastarinen & Elina Närvänen & Anu Valtonen & Linda L Price & June Cotte & Zeynep Arsel, 2023. "Doing Family over Time: The Multilayered and Multitemporal Nature of Intergenerational Caring through Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(2), pages 282-302.
    10. Dion, Delphine & Mimoun, Laetitia & Anlamlier, Eda & Chatterjee, Lagnajita & Trujillo-Torres, Lez, 2023. "Consumer hacks in the sharing economy," Journal of Business Research, Elsevier, vol. 167(C).

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