Abstract
The phenomenon of non compliance with medical regimens is universal and common, across different ethnic groups, age groups and belief systems. Health beliefs and attributions of illness are often cited as infiuencial factors for compliance. Culture and explanatory models of illness provided a context for the attribution processes used by rural and urban Xhosa, Zulu and Sotho respondents and hospitalised patients regarding colour and effectiveness of treatment. These attributions are stronger among Zulu rural respondents and Zulu patients. Most patients in the study had a traditional orientation. Orientation was measured by using a modified version of the Dressier (1980) Health Belief Questionnaire. Effectiveness was attributed to colour more by respondents with strong traditional beliefs. Red and black tablets were perceived as being potent, while White was considered more effective for headaches. Black mixtures were not considered potent. Yellow ointments were the most effective for sores. Pharmaceutical company representatives in Britain and Black Modern in South Africa doctors agreed that colour was an important placebo variable in treatment. Little is done, however, to exploit this issue because all new drugs have to be white. The implications of the perceptions about potency and activeness of medication are that noncompliance may set in, if the colour is not 'right'. A study conducted at clinics in Soweto revealed that non compliance was a problem for both traditionally oriented and modern oriented respondents. Pill counts were used to measure compliance among Blacks living in Soweto who had a traditional orientation and a Western orientation. Colour was considered an important variable in treatment mostly by respondents with a traditional orientation. Health beliefs and views about the importance of colour in the treatment of disease were not determinants of compliance.