When East meets West: Why consumers turn to alternative medicine

Alternative health remedies are increasingly important in the health care marketplace. A new study 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?" [Read more] ...