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In this research, the authors focus on the choice of an infant feeding method as a public policy issue and present the results of a qualitative study of mothers’ motivations to initiate and terminate breastfeeding. Means-end theory provides a framework for understanding mothers’ motivations, and the authors interview 73 mothers using a qualitative technique called “laddering.” The results of this study could help improve promotional campaigns and training programs by reinforcing the benefits of breastfeeding. This may encourage more 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.

This paper reports on a study which explored the customer perspective on their roles in SST encounters in a tourism context, through the theoretical lens of service-dominant logic. The study employed short qualitative interviews with airline passengers at an international airport.The findings suggest that customers can assume six roles in an SST encounter which can be viewed as either positive or negative in terms of value creation. Therefore, a key contribution of this paper is the development of a role-experience continuum which depicts the variations in customer experiences of value creation in a tourism context.

Given Millennials’ early digital life experiences, the adoption of social media tends to be greater among members of this generation compared to older ones. However, studies that report such age-based generalizations tend to neglect the phenomenon of intragenerational variability in social media use, providing an oversimplified picture of how people behave. Moreover, studies that compare social media use across nations are lacking, and are also needed to establish the generality of this phenomenon. This paper investigates intragenerational variability in social media sharing among Millennial travelers in six nations (Canada, France, India, Japan, Mexico, and USA) using Destination Canada’s Global Tourism Watch database. A latent class segmentation model is used to identify groups of travelers with different ways of using social media to share trip experiences. Results supported five unique classes of social media sharing, ranging from nonuse to highly integrated sharing across many platforms. Additionally, class membership is predicted by covariates (nationality, travel experience, and social media use and goals) and is predictive of destination advocacy (offering recommendations). The identification of different classes of social media sharing advances theory on intragenerational and cross-national variability, and informs the development of international strategies that target Millennial travelers based on their tendency to share and advocate.