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Related Experiment Video

Updated: Jun 15, 2026

Enactive Phenomenological Approach to the Trier Social Stress Test: A Mixed Methods Point of View
05:26

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Published on: January 7, 2019

Why consumers maintain complementary and alternative medicine use: a qualitative study.

Felicity L Bishop1, Lucy Yardley, George T Lewith

  • 1School of Medicine, University of Southampton, Southampton, UK.

Journal of Alternative and Complementary Medicine (New York, N.Y.)
|February 26, 2010
PubMed
Summary

Consumers maintain complementary and alternative medicine (CAM) use based on their direct experiences with therapies, not prior conventional medicine experiences. Financial factors and practitioner interactions also influence continued CAM use.

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Published on: September 27, 2019

Area of Science:

  • Health Services Research
  • Qualitative Research Methods
  • Patient Experience Studies

Background:

  • Understanding consumer decisions to continue complementary and alternative medicine (CAM) use is crucial.
  • Existing research often focuses on CAM initiation, with less known about maintenance factors.
  • Distinguishing between initial uptake and ongoing use is necessary for effective patient support.

Purpose of the Study:

  • To explore and describe consumers' reasons for continuing or discontinuing CAM use.
  • To identify the key factors influencing the maintenance of CAM therapies.
  • To understand the consumer journey beyond initial CAM adoption.

Main Methods:

  • Qualitative study design.
  • Thematic analysis of interviews with 46 CAM consumers and 9 CAM practitioners.
  • Grounded theory techniques applied to interview data from UK-based CAM clinics.

Main Results:

  • Consumers evaluated CAM experiences across interpersonal, physical, affective, and cognitive dimensions.
  • Personal needs, expectations, and financial considerations significantly impacted CAM maintenance.
  • Practitioners' perceived effectiveness and financial aspects were key to consumers' decisions.

Conclusions:

  • Direct experiences with CAM therapies are paramount for continued use, overshadowing prior conventional medicine experiences.
  • Consumers may maintain CAM use even with imperfect treatment experiences.
  • Findings offer insights for practitioners supporting consumers' ongoing CAM decisions.