Table 1. Summary of symbols used in the model.

Symbol	Meaning
	Rate of conversion of observers to the treatment practice when demonstrator is ill.
	Rate of conversion of observers to the treatment practice when demonstrator is well.
	Efficacy of treatment; when treatment is ineffective.
	Rate of natural recovery from disease.
	Rate of abandoning the treatment. We set .
	Maximum rate of treatment abandonment.
	Decay in abandonment rate as efficacy increases.
	Rate of relapse to disease. We set .
	Maximum relapse rate.
	Decay in relapse rate as efficacy increases.
	Background death rate.
	Death rate due to the disease.
	Cultural fitness of the practice (function of the parameters).
	Number of observers converted by a demonstrator.
	Time spent by a demonstrator being ill.
	Time spent by a demonstrator being well.