Walking the Talk,Talking the Walk: Embodied Health Activism in Developing Nations

How do people with HIV/Aids in developing nations become public spokes-models and activists who convince other consumers to adopt Positive Living, a radical consumption lifestyle? We find consumers undergo a radical self-transformation so as to qualify to become spoke-models/activists. This transformation process is characterised by a normalisation process comprising three phases: Facing the Worst which reflects from stories of denial, concealment and delayed testing. Walking the Talk includes developing lay expertise, dealing with stigma, and embodying the principles of Positive Living. Talking the Walk includes extending oneself beyond personal concerns and pursuing broad social purposes. HIV/Aids activists must temper their radicalism and learn to deal with multiple players in a highly socio-politicised contested field.



Citation:

Ingeborg Kleppe and Marylouise Caldwell (2011) ,"Walking the Talk,Talking the Walk: Embodied Health Activism in Developing Nations ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 310-315.

Authors

Ingeborg Kleppe, Norwegian School of Economics and Business Nor way
Marylouise Caldwell, University of Sydney



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

Norah Awad, Hongik University
Nara Youn, Hongik University

Read More

Featured

G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More

Featured

“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior

Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.