Zhang Yuanting, Carlton Ewa, Fein Sara B
1Food and Drug Administration, College Park, MD, USA.
J Hum Lact. 2013 Nov;29(4):500-9. doi: 10.1177/0890334413487256. Epub 2013 May 17.
Infant formula marketing, either directly to consumers or through health care providers, may influence women's breastfeeding intentions, initiation, and duration. However, little is known about the impact of different types of media marketing on infant feeding intentions and behavior.
This study investigated whether different types of recalled prenatal media marketing exposure to formula and breastfeeding information are related to breastfeeding intentions and behavior.
Data were from the Infant Feeding Practices Study II, a longitudinal study from pregnancy through the infants' first year. Sample sizes ranged from 1384 to 2530. Negative binomial, logistic regression, and survival models were used to examine associations between recalled prenatal exposure to formula or breastfeeding information and breastfeeding intentions and behavior.
Exposure to infant formula information from print media was associated with shorter intended duration of exclusive breastfeeding, and formula information from websites was related to lower odds of both intended and actual initiation. Exposure to breastfeeding information from websites was related to higher odds of both intended and actual initiation and longer intended duration of any breastfeeding. Breastfeeding information from print media was associated with longer duration of any breastfeeding, but information from broadcast media was associated with shorter duration of any breastfeeding.
Mothers who recall exposure to formula information from print or websites are more likely to intend to use formula or to intend to use formula earlier and are less likely to initiate breastfeeding than mothers who do not recall seeing such information.
婴儿配方奶粉的营销，无论是直接面向消费者还是通过医疗保健提供者进行，都可能影响女性的母乳喂养意愿、开始时间和持续时间。然而，对于不同类型的媒体营销对婴儿喂养意愿和行为的影响知之甚少。
本研究调查了产前回忆接触不同类型的配方奶粉和母乳喂养信息的媒体营销是否与母乳喂养意愿和行为有关。
数据来自婴儿喂养实践研究II，这是一项从孕期到婴儿一岁的纵向研究。样本量从1384到2530不等。使用负二项分布、逻辑回归和生存模型来检验产前回忆接触配方奶粉或母乳喂养信息与母乳喂养意愿和行为之间的关联。
接触印刷媒体的婴儿配方奶粉信息与纯母乳喂养的预期持续时间较短有关，而网站上的配方奶粉信息与预期开始和实际开始的几率较低有关。接触网站上的母乳喂养信息与预期开始和实际开始的几率较高以及任何母乳喂养的预期持续时间较长有关。印刷媒体的母乳喂养信息与任何母乳喂养的持续时间较长有关，但广播媒体的信息与任何母乳喂养的持续时间较短有关。
与未回忆起看过此类信息的母亲相比，回忆起接触过印刷品或网站上配方奶粉信息的母亲更有可能打算使用配方奶粉或更早打算使用配方奶粉，并且开始母乳喂养的可能性较小。
