We investigate how the characteristics of LTC as an experience good and the relational aspects of care impact the decisions of three groups of users of cash benefits: those that hired acquaintances as personal assistants (PAs); those that hired strangers as PAs; and those that purchased care from agencies. Qualitative data was gathered from 24 semi-structured interviews with old-age beneficiaries living at home in three London boroughs.
Findings point to the importance of the relational aspects of care, i.e. establishing a rapport with the carer and continuity, but also of social norms in understanding choices of older people. There were important differences between the different groups on issues such as hiring relatives or the role of reciprocity. What emerges is a portrait of decision-making in LTC that questions the rational choice model underlying the marketization of LTC in England.
