Navigation Links
When East meets West: Why consumers turn to alternative medicine

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
University of Chicago Press Journals

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:
(Date:11/24/2015)... Florida (PRWEB) , ... November 25, 2015 , ... ... planning and monitoring. Their Care Plan software creates an agreement between the ... patient care plan, including financial, scheduling, monitoring, notification, and projections. Click ...
(Date:11/24/2015)... ... 24, 2015 , ... Eric C. Seidel, DMD and Stephanie ... the revolutionary BIOLASE WaterLase iPlus 2.0™ system. This advanced laser technology uses light ... dentist in Gettysburg, PA . From routine visits to cosmetic treatments, laser ...
(Date:11/24/2015)... ... ... Dr. Todd S. Afferica, a noted general dentist in Norcross, GA ... Afferica now uses the BIOLASE WaterLase iPlus 2.0™ in many of his dental procedures. ... traditional cutting tools, such as the scalpel and high-speed drill, which can both cause ...
(Date:11/24/2015)... Mississauga, ON (PRWEB) , ... November 24, 2015 , ... ... Deborah Williams without a referral for dental implants at her Mississauga, ON ... qualified and experienced in the placement of dental implants. , Missing teeth can ...
(Date:11/24/2015)... ... November 24, 2015 , ... Young patients with a wide variety ... Wolfman and Dr. Kedar S. Lele, who are pediatric dentists in Tucson, AZ ... the WaterLase iPlus 2.0™ system causes minimal discomfort and bleeding to the patient during ...
Breaking Medicine News(10 mins):
(Date:11/25/2015)... 2015 Research and Markets ( ) ... - Global Forecast to 2020" report to their ... for 37.21% of the total market share in 2014. ... region is projected to growth at the highest CAGR ... primarily to the fast growing water, industrial gas treatment, ...
(Date:11/25/2015)... November 25, 2015 --> ... sie eine Lizenz für das Patent über eine neue ... und ENS-Lyon innehaben, an Enyo Pharma vergeben haben. ... ins Leben gerufenen und von Edelris gemeinsam mit seinen ... ein Behandlungsziel für HBV identifiziert, und es wurden neue ...
(Date:11/25/2015)... November 25, 2015 ... addition of the  "Global Drug Device ... to their offering.  --> ... of the  "Global Drug Device Combination ... their offering.  --> Research ...
Breaking Medicine Technology: