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. [ABSTRACT
FROM AUTHOR]