The 1960's housewife screamed, "Mother, I'd rather do it myself!" to her mother or in-law trying to help in her kitchen. I remember how this byline in a headache medicine commercial was repeated on playgrounds and campuses, in bridge parties and even sitcom skits. The ad must have built brand recognition for Anacin, but it also stated a basic human desire -- we want to do things ourselves.
Now a growing body of evidence says that customers are expressing that desire by seeking self....