We used Self-Regulation Theory (SRT) to elaborate and describe cognitive and affective representations presumed to underlie CAM decisions in a sample of 55 men who were using CAM after having received conventional treatment for early-stage, localized prostate cancer. 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.
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