In this research, the authors focus on the choice of an infant feeding method as a public policy issue and present the results of a qualitative study of mothers’ motivations to initiate and terminate breastfeeding. Means-end theory provides a framework for understanding mothers’ motivations, and the authors interview 73 mothers using a qualitative technique called “laddering.” The results of this study could help improve promotional campaigns and training programs by reinforcing the benefits of breastfeeding. This may encourage more mothers to breastfeed, as well as reinforce the efforts of women already breastfeeding to continue during this stressful and demanding time. Marketing strategies and public policy programs must be directed toward preventing premature discontinuation that deprives many infants of the full benefits of breastfeeding.
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