The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach

Abstract

Though highly recommended by health organizations worldwide, breastfeeding an infant from birth for a period of several months is not universal. There is thus a need to investigate appropriate and effective means to promote this breastfeeding behavior. This study, rooted in a social marketing perspective, tests the impact of message framing and source credibility on the behavioral intention to breastfeed. A 2 x 2 factorial experiment was conducted in Indonesia, an especially relevant setting given that the percentage of Indonesian women who breastfeed is low compared to other countries. Two hundred and seventy nine pregnant women participated in this study. The findings of this study indicate that the interaction between message framing and source credibility has a significant effect on a person's attitude and intention to provide exclusive breastfeeding. In addition, this study finds that attitude is an essential determinant of intention.Abstrak: Meskipun menyusui bayi sejak lahir untuk jangka waktu tertentu sangat dianjurkan oleh berbagai organisasi kesehatan dunia, namun hal tersebut tidak universal. Oleh karena itu, perlu diadakan penelitian untuk mendapatkan cara yang tepat dan efektif untuk mempromosikan perilaku menyusui. Penelitian ini yang berakar dalam perspektif social marketing, yang menguji dampak pesan framing dan kredibilitas sumber data terhadap niat berperilaku untuk menyusui. Percobaan dengan menggunakan desain faktorial 2 x 2 dilakukan di Indonesia yang sangat relevan mengingat persentase perempuan Indonesia yang menyusui lebih rendah daripada negara lain. Penelitian ini dilakukan dengan sampel data sebanyak 279 perempuan hamil yang berpartisipasi dalam penelitian ini. Temuan dari penelitian ini menunjukkan bahwa interaksi antara pesan framing dan kredibilitas sumber data memiliki pengaruh yang signifikan terhadap sikap dan niat untuk memberikan air susu ibu (ASI) eksklusif. Selain itu, penelitian ini menemukan bahwa sikap merupakan faktor penting dalam menentukan niat.

Positive vs. Negative Framing of Scientific Information on Facebook Using Peripheral Cues: An Eye-Tracking Study of the Credibility Assessment Process

“…In the negative case, we observed transitions that were not present in the positive case, specifically transitions to or from the user image, as well as transitions between the image and the hyperlink. That is, the importance of the source -be it the information sharer or its original source-grows when the framing is negative; this finding supports previous explorations of the interaction between source and framing (Creyer, 1997;Hussein, Manna, & Cohen, 2014;Kim & Kim, 2014). Moreover, as both out of the network and within the network source related cues were taken into consideration (the former by adding the hyperlink, the latter by adding the user image and the username), it is argued that adult users of SNS do acknowledge that on these platforms the content is shared by various sources, and hence may represent a proprietor's content or a message from network peers (Neubaum & Krämer, 2017).…”

Breastfeeding trends, influences, and perceptions among Italian women: a qualitative study

“…Thus, these contradicting perceptions appear to limit the prevalence and acceptability of breastfeeding in both public and private settings. Previous breastfeeding promotion social marketing campaigns exist; however, these often focus on the health benefits of breastfeeding (Cartwright, Atz, Newman, Mueller, & Demirci, 2017;Hussein, Manna, & Cohen, 2014;Pérez-Escamilla, 2012). These methods, though effective in supporting breastfeeding as the best infant feeding method, fail to address the empowered choice component-proving less effective in addressing all the benefits and costs women may perceive associated with breastfeeding choice.…”

Consumer Attitudes Toward Advertisement and Brand, Based on the Number of Endorsers and Product Involvement: An Experimental Study

“…According to Kelley's attribution theory (1967), people will determine the causality of an event based on their behavior or the behavior of others. Such as the Prospect Theory that explains that when presented in different ways, information can encourage an alteration inpeople's perspectives, preferences and actions (Hussein et al 2014). Hence, if other people endorse a product, consumers are more likely to have a similar attitude and perception to those who promote the product.…”