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Positive representations of CAM were the strongest predictors of beliefs that CAM was necessary for one's health (a `pulling' effect toward CAM). Nonetheless, negative representations of conventional medicine made an important, though somewhat lesser contribution (a `pushing' effect away from conventional medicine and towards CAM). Our results also indicate preliminarily that affect may be more important than cognition in shaping CAM decisions.<\/jats:p>","DOI":"10.1177\/1359105308100213","type":"journal-article","created":{"date-parts":[[2009,2,23]],"date-time":"2009-02-23T11:39:37Z","timestamp":1235389177000},"page":"288-296","source":"Crossref","is-referenced-by-count":12,"title":["Pushed and Pulled"],"prefix":"10.1177","volume":"14","author":[{"given":"Matthew C.","family":"Porter","sequence":"first","affiliation":[{"name":"The HealthCare Chaplaincy, New York, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Michael A.","family":"Diefenbach","sequence":"additional","affiliation":[{"name":"Mount Sinai School of Medicine, USA,"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2009,3,1]]},"reference":[{"key":"atypb1","doi-asserted-by":"crossref","unstructured":"Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. 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