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.
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.
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.
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.
