The effect of altruism on the spending behavior of elderly caregivers of family members with HIV/AIDS in South African townships.
HIV/AIDS has led to an enormous demand for health care in the developing world and many governments have opted to capitalize on altruistic home-based caregivers. These caregivers are mainly poor older women and their financial survival is critically important to themselves and their families. We found that as the patient's illness progressed: (a) the altruistic cultural norm "ubuntu" led the caregiver to increase spending and (b) the social pressure (sanction) of stigma led to a very dramatic drop in direct interpersonal assistance. The impact on their spending, health care, and the related public policies are discussed.
a Department of Marketing , St. Cloud State University , St. Cloud , Minnesota.
Bruce R
BR
Klemz
Christo
C
Boshoff
Noxolo-Eileen
NE
Mazibuko
Jo Ann
JA
Asquith
D000163:Acquired Immunodeficiency Syndrome / Q000191:economics / Q000628:therapy*; D000368:Aged; D000369:Aged, 80 and over; D000533:Altruism; D017028:Caregivers / Q000191:economics*; D005190:Family; D005260:Female; D006801:Humans; D007398:Interpersonal Relations; D008297:Male; D008875:Middle Aged; D057545:Social Stigma; D012944:Social Support; D013019:South Africa
PLS; cross-cultural; health care; international marketing; nonprofit