When is a paid caregiver, for your elderly parents or your children, part of the family? When is s/he not a part of the family? Why?
These are the sorts of questions examined in recent research I published in the Journal of Marketing Management with Aimee Dinnin Huff and Michelle Barnhart. We investigated this topic within families using individual caregivers (not daycares, or seniors homes) for childcare or elderly care. Our methods included in-depth interviews with formal family members, care recipients (elderly consumers) and paid caregivers.
Our research really makes three main points. First, we show that the traditional separation between production and consumption doesn’t always work for caregiving as a service. Second, we outline the very difficult position caregivers may end up in, stuck in a sort of no-man’s land between “family” and “not-family.” And finally, we show that the ways in which family members “do family” demonstrates and strengthens dominant cultural values. In addition, our findings strongly suggest that longevity in the family–caregiver relationship is a critical element in family well-being and caregiver job satisfaction.
We also put out a call to other researchers of family issues, namely:
…consumer researchers designing studies of family consumption should broaden their conceptualisation of family to account for the various, perhaps non-traditional constructions of family possible under the particular circumstances of interest.
The article is provided for free until July, so if you are interested, go ahead and download it from the link above; and happy reading! I’d be happy to hear what you think.
And by the way, the article’s unique identifier is: DOI:10.1080/0267257X.2014.933865