Abstract
There has been a dramatic worldwide growth in demand for, and supply of, alternative and complementary medicine (CAM). There are many different CAM specialties, which can be contrasted with orthodox Western medicine on various criteria. Two research questions dominate the area. (a) Does it work? (What is the scientific evidence that the therapy works as it claims?) (b) Why do people choose it? (What motivates people to seek out and pay for therapy?)
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