Breastfeeding: an emotional instinct.

OBJECTIVE

The proposed objective of this research is twofold: (1) it examines the significance of emotions to the breastfeeding experience in relation to cognition, and (2) it analyzes the extent to which emotions and cognition are connected to breastfeeding.

MATERIALS AND METHODS

An empirical research work has been carried out based on a questionnaire that was administered in a maternity hospital in the autumn of 2008, in order to gather information regarding cognitive and emotional aspects of breastfeeding behavior. The final sample comprised 311 breastfeeding mothers, and the sampling error was 5.55%.

RESULTS

The research shows that breastfeeding is not only more of an emotional reaction than a rational decision, but also demonstrates that the emotional development of breastfeeding is independent from the cognitive process.

CONCLUSIONS

A new approach in the literature of breastfeeding is put forward in which the predominant cognitive techniques and theories are complemented by highlighting the importance of understanding the target group and implementing suitable and affective actions. Specific practical implications are provided for social marketing campaigns as well as future lines of research.