ScienceDaily (Nov. 20, 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.

Acupuncture (Credit: iStockphoto/Mark Fairey)

"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.

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