The Impact of Message Framing and Source Credibility on Breastfeeding Intention: A Social Marketing Approach

Ananda Sabil Hussein; Valerie Manna; David Cohen

Ananda Sabil Hussein Universitas Brawijaya
Valerie Manna Lincoln University
David Cohen Lincoln University

Keywords: message framing, credibility, social marketing

Abstract

Though highly recommended by health organizations worldwide, breastfeeding an infant from birth for a period of several months is not universal. There is thus a need to investigate appropriate and effective means to promote this breastfeeding behavior. This study, rooted in a social marketing perspective, tests the impact of message framing and source credibility on the behavioral intention to breastfeed. A 2 x 2 factorial experiment was conducted in Indonesia, an especially relevant setting given that the percentage of Indonesian women who breastfeed is low compared to other countries. Two hundred and seventy nine pregnant women participated in this study. The findings of this study indicate that the interaction between message framing and source credibility has a significant effect on a person’s attitude and intention to provide exclusive breastfeeding. In addition, this study finds that attitude is an essential determinant of intention.

Author Biographies

Ananda Sabil Hussein, Universitas Brawijaya

HUSSEIN, Ananda Sabil is a lecturer and a researcher at the Management Department, Faculty of Economics and Business Brawijaya University. He holds a Doctoral degree in the area of Marketing from Lincoln University Canterbury New Zealand. His research interest lies in social marketing, marketing strategy and consumer behavior.

Valerie Manna, Lincoln University

MANNA, Valerie is a senior lecturer at the Faculty of Commerce Lincoln University Canterbury New Zealand. She gained her Doctoral degree from Rensselaer Polytechnic Institute USA. Her research interest is in the field of Services marketing with a particular emphasis on health care, pharmaceutical and dietary supplements marketing, and social marketing.

David Cohen, Lincoln University

COHEN, David is an associate professor at the Faculty of Commerce Lincoln University Canterbury New Zealand. He holds a Doctoral degree from the University of Southern California USA. He has supervised some research in the area of marketing and ethics. His research interest is in advertising, marketing ethics and tradition based consumption.

References

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