A means-end analysis of mother's infant feeding choices

The choice of an infant feeding method as a public policy issue is discussed and the results of a qualitative study of mothers' motivations to initiate and terminate breastfeeding is presented. Means-end theory provides a framework for understanding mothers' motivations, and 73 mothers are interviewed using a qualitative technique called laddering. The results could help improve promotional campaigns and training programs by reinforcing the benefits of breastfeeding. This may encourage mothers to breastfeed, as well as reinforce the efforts of women already breastfeeding to continue during this stressful and demanding time. Marketing strategies and public policy programs must be directed toward preventing premature discontinuation that deprives many infants of the full benefits of breastfeeding