Document Type

Journal Article

Department/Unit

Department of Communication Studies; David C. Lam Institute for East-West Studies

Abstract

This study uses a qualitative methodology to examine the perception of acupuncture among users and nonusers. Altogether 37 participants, age 35 or older, were interviewed. Participants’ perception of advantages and disadvantages of adopting acupuncture, and their criteria in selecting acupuncturists, were collected. Results found that among the user group, acupuncture was perceived as being effective, having little side effects, and generating lasting impact. Among nonusers, acupuncture was perceived as lacking a clinical base, high risk, and nonstandardized. Nonusers had less confidence in acupuncture than biomedicine. Participants relied on social communication and the practitioner’s professional qualifications in choosing acupuncturists. Marketing implications are discussed.

Publication Year

2016

Journal Title

Health Marketing Quarterly

Volume number

33

Issue number

1

Publisher

Taylor & Francis

First Page (page number)

78

Last Page (page number)

93

Referreed

1

DOI

10.1080/07359683.2016.1132051

ISSN (print)

07359683

Link to Publisher’s Edition

https://dx.doi.org/10.1080/07359683.2016.1132051

Keywords

Acupuncture practices, China, consumer psychology, focus group study, Hong Kong

Additional Files

36_2013_Attached in IR.ppt (1061 kB)
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