Navigation Links
When East meets West: Why consumers turn to alternative medicine
Date:11/17/2009

Alternative health remedies are increasingly important in the health care marketplace. A new study in the Journal of Consumer Research explores how consumers choose among the many available remedies.

"Examples of the wide array of health remedy options available to consumers include drugs, supplements, acupuncture, massage therapy, Ayurveda, and Traditional Chinese Medicine (to name a few). Such medical pluralism is common in both developed and developing countries and raises the questions: How do consumers choose among health remedies, and what are the consequences for a healthy lifestyle?" write authors Wenbo Wang (New York University), Hean Tat Keh (Beijing University), and Lisa E. Bolton (Pennsylvania State University).

The authors use "lay theories of medicine" to explain how consumers choose between Western medicine and its Eastern counterparts, Traditional Chinese Medicine (TCM) and Ayurvedic medicine.

"Western Medicine is primarily concerned with the material aspect of the body and views all medical phenomena as cause-effect sequences, relying on rigorous scientific studies and research that seeks empirical proof to all phenomena," write the authors. "On the other hand, TCM and Ayurvedic Medicine favor a holistic approach, view the mind and body as a whole system, and rely upon inductive tools and methods for treatment."

Based on a series of experiments and surveys in the United States, China, and India, the authors found that consumers prefer TCM (over Western medicine) when uncertain about the cause of an illness (i.e., diagnosis uncertainty)because a holistic medicine tolerates uncertainty better than Western Medicine. Similarly, consumers prefer TCM (over Western medicine) because of lay beliefs that TCM offers an underlying cure (versus symptom alleviation by Western Medicine).

"These findings add to the growing debate over the regulation of health marketing and the delivery of health care, the role of direct-to-consumer advertising, and marketing efforts to promote a healthy lifestyle," the authors conclude.


'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. A New Jersey Anti-Poverty Charity Meets a Crisis of Need with Charitable Giving from Local Paterson, NJ Small Businesses
2. Orexigen(R) Therapeutics Phase 2b Trial for Empatic(TM) Meets Primary Efficacy Endpoint Demonstrating Significantly Greater Weight Loss Versus Comparators in Obese Patients
3. Cohera Medical Receives ISO 13485 Certification: Company Meets International Standards for Design, Development and Manufacturing of Medical Devices
4. DSS Research Announces Outbound Education and Verification Program Meets New CMS Requirements
5. Convection Cooled 350-Watt Open Frame Power Supply Meets Medical and Industrial Safety Standards
6. Minnesota Organization on Fetal Alcohol Syndrome Earns Charities Review Council Meets All Standards Seal
7. -Contrave(R) Obesity Research Phase 3 Program Meets Co-Primary and Key Secondary Endpoints; Exceeds FDA Efficacy Benchmark for Obesity Treatments-
8. TransUnion Revenue Manager(SM) Meets Healthcare Challenges Brought On By Todays Economy with New Features
9. Inventor of Newly Available Vimpat(R) (lacosamide) C-V Meets a Woman Who Experienced Greater Seizure Control With Use of This New Antiepileptic Drug
10. MAP Pharmaceuticals Phase 3 Trial of LEVADEX(TM) Migraine Product Candidate Meets All Four Primary Endpoints
11. New Almond Study Finds Chewing is More Than Meets the Mouth: Thorough Chewing May Influence Feelings of Fullness
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:5/4/2016)... ... 04, 2016 , ... With the stamp of approval from the United States ... National Cancer Research Month. According to the American Cancer Society (2016) , this ... one in four Americans dying as a result. , With numbers as influential as ...
(Date:5/4/2016)... ... May 04, 2016 , ... Vasont ... Vasont Universal Integrator (VUI) extension supports the latest release of Adobe FrameMaker, Release ... 2015 interlace the process of creating, editing and storing XML. , ...
(Date:5/3/2016)... ... , ... ProIntro Glitch is a set of 30 self-animating glitch-themed intros created ... to add a terrifying opener to any video or media. Choose from unique styles ... greater contrast, all the user has to do is increase the turn on background ...
(Date:5/3/2016)... ... May 03, 2016 , ... Healing Cancer in This Century is ... move toward recovery and is offered by creator and visionary Carlos Caridad. Healing ... Radio show considering medical and healing modalities of the fields of Integrative, Alternative, ...
(Date:5/3/2016)... ... ... is now open for the 31st annual AIDS Walk Boston & 5K Run , ... Esplanade. The event regularly draws thousands of participants, making it AIDS Action Committee’s largest annual ... by the USA Track & Field Association. , The AIDS Walk & 5K Run ...
Breaking Medicine News(10 mins):
(Date:5/3/2016)... , May 3, 2016  Specialty Silicone Fabricators ... that shows how a cleanroom works. The free ... about science and technology. ... a technology company, SSF enthusiastically supports the Science, ... educators foster the next generation of innovators. We ...
(Date:5/3/2016)... , May 3, 2016 ... bekannt, dass sie einen entscheidenden Meilenstein durch ... Ein Aufruf zum Handeln, um Patientenresultate  bei ... trägt zu Fortschritten im Verständnis der Hepatischen ... ein Bewusstsein für Hepatische Enzephalopathie in der ...
(Date:5/2/2016)... Mass. , May 2, 2016  While nearly ... that osteoporosis can have on their health, only about ...   according to the results of a new survey ... To mark the start of National Osteoporosis Month, Hologic ... health, which affects nearly 56 million Americans. ...
Breaking Medicine Technology: