People like INDEPENDENCE!
People like to feel they're doing things on their own
People like to do things the way they want to do them, and when they want to do them
People often want to do things on their own instead of hiring an expert

WHY?
BECAUSE...

Autonomy motivates people, it makes them feel in control
The unconscious part of the brain likes to feel that it's in control
If you are in control, then there is less likelihood that you'll be in danger
THE "OLD BRAIN" is all about keeping you out of danger

CONTROL=KEEP OUT OF DANGER=DO IT YOURSELF=
MOTIVATED BY BEING AUTONOMOUS!

THEREFORE...
If you want to increase self-service-----------------------------MAKE SURE YOUR MESSAGING IS ABOUT HAVING CONTROL AND BEING ABLE TO DO IT YOURSELF!