The process of help seeking and help giving by older rural African Americans was studied using interviews, conversations, and participant observation of 41 informants, including 9 key informants. The author used an inductive analytical approach to examine the data, and a culturally constructed pattern of behavior was identified as help seeking. The circumstances under which, and language with which, help is sought and received was explained, and insight as to who is likely to receive help was provided. The elders believed that receiving help in late life is a reward for a good life. By understanding and following the rules of help seeking, formal helpers might more efficiently and effectively meet the needs of this vulnerable group.
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