“…The mother may then interpret this as representing insuf cient milk, making her highly likely to resort to formula, with the result that her milk volume actually diminishes. This strong relationship between undermining in uences upon women's con dence in the ef cacy of their lactation and high levels of reporting of insuf cient milk is evidenced by empirical research (Dykes & Williams, 1999;Hill & Aldag, 1991;Hill & Humenick, 1989;Hillervik-Lindquist, 1991, 1992Segura-Millan, Dewey, & Perez-Escamilla, 1994). What becomes clear is that the phenomenon is underpinned by a complex interaction between sociocultural, physiological, and psychological factors that are particularly evident in cultures where there is a strong in uence of Western medicine and heavy marketing of infant formula.…”