”He who takes medicine and neglects to diet wastes the skills of his doctors.” This proverb highlights the findings of a new study by Wharton marketing professor Lisa Bolton and two colleagues that explores how consumers in China choose between traditional Chinese remedies and Western medicine when seeking treatment. According to the study Chinese consumers tend to prefer traditional Chinese medicine (TCM) but will opt for Western medicine in particular situations such as when they are hoping to quickly alleviate their symptoms. While the study has implications for marketers of Western medicine and TCM alike the researchers found that remedy choices also have broader consequences for consumer health and well being.
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