Is traditional Chinese medicine (TCM) exclusive to the elderly? The TCM-elderly stereotype suppresses young adults' usage intention
Yaming Wang, Yingying Du, Yun Liu, Yulei Jiao, Jun HuPurpose
This research aims to confirm the existence of the traditional Chinese medicine (TCM)-elderly stereotype and investigate the influence of the TCM-elderly stereotype on young adults' TCM usage intention, as well as the underlying psychological mechanism and boundary condition.
Design/methodology/approach
This research consists of four sequential studies featuring Chinese young adults aged 18–35 as participants. Study 1 validates the existence of the TCM-elderly stereotype, and Studies 2–4 adopt between-subjects experiments to test the main effect, mechanism, and boundary condition.
Findings
Results confirm the existence of the TCM-elderly stereotype among young adults. Furthermore, this stereotype significantly reduces TCM usage intention by triggering identity threat, and peer recommendation weakens this negative effect.
Originality/value
This research extends the application of social identity theory and offers actionable marketing and service strategies for TCM brands to expand the young consumer market.