“…Many reports, which have systematically elicited EMs, have documented the presence of multiple and contradictory beliefs about illness across cultures (Kapoor, 1975;Gater et al, 1991;Lloyd et al, 1998;Joel et al, 2003;McCabe and Priebe, 2004;Saravanan et al, 2007aSaravanan et al, ,b, 2010Johnson et al, 2012Johnson et al, , 2013Johnson et al, , 2014. EMs are usually a conglomeration of emic and etic approaches involving ethnocultural, personal and idiosyncratic beliefs and components from both within and outside culture.…”