Sexual consumption in the time of AIDS: A study of prostitute patronage inThailand

On the basis of short-term, qualitative fieldwork, the authors provide a cu lturally embedded portrait of AIDS knowledge, attitudes, and risk-taking be haviors in prostitute patronage by students and tourists in the most heavil y HIV-infected region of Thailand. The authors find that the mit of cultura l values, rituals, sex roles, and emotions in this Thai context challenge t he underlying assumptions of belief-based Western models of behavior. This may help explain the limited effectiveness of prior research and prevention efforts in stopping the spread of HIV and AIDS. Although the findings are preliminary, they pose provocative challenges to consumer information proce ssing models and existing public policy efforts in this milieu of sex and d eath.