Grenoble Ecole de Management, Grenoble, France.
Appetite. 2018 Apr 1;123:23-31. doi: 10.1016/j.appet.2017.12.002. Epub 2017 Dec 5.
This exploratory qualitative study examined the influence of injunctive and descriptive norms on breastfeeding, a health-improving behaviour related to a highly committed personal decision. The research explores the different mechanisms through which social norms impact breastfeeding behaviour pre or post-adoption of breastfeeding practice. A qualitative approach was used by performing in-depth analysis of cross-sectional accounts of women in Lebanon contemplating adoption of breastfeeding practice and women who already breastfed. Interviews were also conducted with medical professionals, lactation specialists, and breastfeeding activists. On one hand, the attitude of the medical professionals and the government efforts are two mechanisms that stimulate the injunctive norms. On the other hand, the descriptive norms are defined by community attitude aggregated with societal beliefs and expectations on women's image and role in society. Both types of social norms are in constant interplay with personal norms and each type becomes more salient at different periods over time. The findings suggest that social norms are major determinants of breastfeeding behaviour. The influence of the type of social norm-descriptive or injunctive-on the decision to breastfeed varies according to the moment of life the mother is living. Theoretical and practical implications are discussed.
本探索性定性研究考察了约束性规范和描述性规范对母乳喂养的影响，母乳喂养是一种与高度坚定的个人决策相关的增进健康的行为。本研究探讨了社会规范通过哪些不同机制在母乳喂养实践之前或之后影响母乳喂养行为。本研究采用定性方法，对正在考虑采用母乳喂养实践的黎巴嫩妇女和已经进行母乳喂养的妇女的横断面描述进行深入分析。还对医疗专业人员、哺乳专家和母乳喂养活动家进行了访谈。一方面，医务人员的态度和政府的努力是激励约束性规范的两个机制。另一方面，描述性规范由社区态度与社会对女性形象和社会角色的信念和期望聚合定义。这两种类型的社会规范与个人规范不断相互作用，每种类型在不同的时间都更加突出。研究结果表明，社会规范是母乳喂养行为的主要决定因素。社会规范的类型（描述性或约束性）对母乳喂养决策的影响因母亲所处的生活阶段而异。讨论了理论和实践意义。
