An innovative approach to reducing risks associated with infant feeding : the use of technology

Gallegos, Danielle, Russell-Bennett, Rebekah, & Previte, Josephine (2011) An innovative approach to reducing risks associated with infant feeding : the use of technology. Journal of Nonprofit and Public Sector Marketing, 23(4), pp. 327-347.

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Infant feeding is a complex behavior enacted in a risk adverse society. Despite ongoing communication and education strategies, breastfeeding rates in countries like Australia, the US, and the UK remain static, thus increasing the risk of short and long-term health problems. Health professionals and non-profit organizations recognize social marketing as an appropriate strategy for increasing breastfeeding duration since it addresses the shortfalls of education-only campaigns. Technology as an innovative alternative to mass media and education has the potential to reduce the social price of breastfeeding by assisting women to manage the identity and health risks associated with infant feeding. This paper reports findings from six focus groups that explored the risks associated with breastfeeding and the potential role of technology in ameliorating these risks. A key finding of this research was that technology has the potential to negate the impact of perceived uncertainty and lack of control associated with breastfeeding. The results indicated that future breastfeeding campaigns that are innovative in their approach and use technology may be more effective in changing breastfeeding behavior.

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4 citations in Scopus
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ID Code: 46809
Item Type: Journal Article
Refereed: Yes
Keywords: breastfeeding, social marketing, m-technology, innovation, risk
DOI: 10.1080/10495142.2011.623504
ISSN: 1049-5142
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > QUT Faculties and Divisions > Faculty of Health
Copyright Owner: Copyright Taylor & Francis 2011.
Copyright Statement: This is a preprint of an article submitted for consideration in the [Journal of Nonprofit and Public Sector Marketing] © [2011] [copyright Taylor & Francis]; [Journal of Nonprofit and Public Sector Marketing] is available online at:
Deposited On: 03 Nov 2011 02:13
Last Modified: 02 Jul 2017 20:31

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