Background
Interest and participation in complementary and alternative medicine (CAM) has steadily increased over the last decade. Research is needed to empirically explore beliefs about the characteristics of individuals who participate in CAM to determine the pervasiveness and generalisability of these opinions.
Objective
To explore the stereotype of the typical CAM user and how this construct may impact recruitment and retention in paediatric CAM research.
Methods
Parents and emerging adults were recruited using community sampling. Subjects responded to an electronic survey by judging likeliness to participate based on a series of demographic factors. From a total of 570 individuals who completed the survey, 209 responded to a vignette on acupuncture and 361 to a vignette on yoga.
Results
Taking the results together, it appears that the individual characteristics associated with a higher likelihood of engaging in CAM, or being stereotypical of a CAM user, were being white or Asian, female or homosexual male, highly educated, identifying as socially liberal and having a religious affiliation of Buddhist or Hindu.
Conclusions
It is important to understand how these factors may affect people's decisions to participate in CAM interventions and the potential implication for future research on the effectiveness of CAM therapies.