It’S Been My Number One Source of Stress For Months: the Decision to Pay For Care

The experience of choosing care for a family member – a young child or an elderly parent – is not unfamiliar to many consumers. Care decisions have not been explored in consumer research, and in conducting 18 depth interviews, we find that care decisions are experienced very differently than standard consumption decisions. Interpreting the data within the sociological context, we find clear evidence of tensions stemming from ambivalence, which involves contradictory normative expectations about how individuals should act. These tensions manifest themselves in opposing emotions and thoughts resulting from social interaction, and influence care decisions. Our interpretation reveals four distinct themes.


Aimee Dinnin Huff and June Cotte (2010) ,"It’S Been My Number One Source of Stress For Months: the Decision to Pay For Care", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 729-730 .


Aimee Dinnin Huff, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada


NA - Advances in Consumer Research Volume 37 | 2010

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