Consumer Perceptions of Traditional Chinese Versus Western Medicine in China

The present research investigates Chinese consumers’ perceptions and preference for Traditional Chinese medicine (TCM) versus Western medicine (WM). TCM (vs. WM) is perceived to have slower action and greater focus on treating the underlying illness (vs. alleviating the symptoms). Preference for the drugs is, as a result, affected by the interaction of each of these factors with uncertainty about the cause of the symptoms. Moreover, WM (vs. TCM) has a boomerang effect on healthy lifestyle intentions. Taken together, these results shed light on how Chinese consumers make importance choices about their health.


Wenbo Wang, Hean Tat Keh, and Lisa E. Bolton (2008) ,"Consumer Perceptions of Traditional Chinese Versus Western Medicine in China", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 39-43.


Wenbo Wang, Peking University, China
Hean Tat Keh, Peking University, China
Lisa E. Bolton, University of Pennsylvania


NA - Advances in Consumer Research Volume 35 | 2008

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