How to learn from the mothers breastfeeding experience: Implications for promotion and social marketing

Abstract

Background: The objective of the current work is to focus on the learning process based on mothers' breastfeeding experience so that help to design promotional and social marketing campaigns taking into account the know- how of mothers. Method: A theoretical and empirical inverse learning model is developed by means of path analysis on a convenience sample of 311 elements gathered in the Maternity Hospital of Gran Canaria and other places chosen by the Breastfeeding Mothers Association of The Canary Islands in 2008. Results: Results show that mothers can learn about breastfeeding by their own experience, especially if mothers' breastfeeding frequency increases and they set their best on doing it. Based upon doing, attitudes and involvement determine their knowledge not only about breastfeeding but also about health. Conclusions: Social marketing campaigns should be drawn on innate mothers' skills to breastfeed and rely on experience.