"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)," said authors Wenbo Wang (New York University), Hean Tat Keh (Beijing University), and Lisa E. Bolton (Pennsylvania State University). "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?" they added. The researchers focussed their study on Western medicine and its Eastern counterparts, Traditional Chinese Medicine (TCM) and Ayurvedic medicine. "Western Medicine is primarily concerned with the material aspect of the body and views all medical phenomena as cause-effect sequences, relying on rigorous scientific studies and research that seeks empirical proof to all phenomena," write the authors.