Consumer behavior and AIDS: assessing the business impact

Jon Freiden (Professor of Marketing, The Florida State University, Tallahassee, Florida, USA)
Scott Takacs (Doctoral Candidate, The Florida State University, Tallahassee, Florida, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 December 1996


The Acquired Immune Deficiency Syndrome (AIDS) has had a catastrophic impact on humanity. Presents the African experience to illustrate what can happen if the threat is not prevented. Presents AIDS statistics to show the current status of the threat, and discusses prospects for a cure. Explains a system for classifying consumers and presents possibilities for how businesses and organizations may respond. Delineates industries facing a direct impact, as well as those indirectly affected by the AIDS crisis and discusses the nature of these relationships. Offers possibilities for future research directions and conclusions for managers.



Freiden, J. and Takacs, S. (1996), "Consumer behavior and AIDS: assessing the business impact", Journal of Consumer Marketing, Vol. 13 No. 6, pp. 44-58.

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Copyright © 1996, MCB UP Limited

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