Parkinson Joy, Russell-Bennett Rebekah, Previte Josephine
QUT Business School, Queensland University of Technology, Brisbane, Australia.
Health Mark Q. 2012;29(3):223-38. doi: 10.1080/07359683.2012.705663.
This article demonstrates how social marketing insights were used to influence women's loyalty to breastfeeding. The article reports on a social marketing campaign undertaken by the Australian Breastfeeding Association and a government health department, which used a product development strategy in order to increase breastfeeding loyalty. Seeking new approaches to support breastfeeding behaviors is critical and timely, because while initiation rates of breastfeeding are high in developed countries such as the United Kingdom, Australia, Canada, and the United States, duration rates are significantly lower. Results indicate that a product- focused strategy influences pregnant women's loyalty to exclusively breastfeeding.
本文展示了社会营销见解如何被用于影响女性对母乳喂养的忠诚度。文章报道了澳大利亚母乳喂养协会和一个政府卫生部门开展的一项社会营销活动，该活动采用了产品开发策略以提高母乳喂养忠诚度。寻求支持母乳喂养行为的新方法至关重要且迫在眉睫，因为在英国、澳大利亚、加拿大和美国等发达国家，虽然母乳喂养的起始率很高，但持续率却显著较低。结果表明，以产品为重点的策略会影响孕妇对纯母乳喂养的忠诚度。
