Client-Centered Breastfeeding-Promotion Strategies: Q Methodology

Area of Science:

• Maternal and Child Health
• Sociology of Health
• Health Behavior Research

Background:

• Exclusive breastfeeding for six months is recommended for maximal health benefits.
• Despite promotion efforts, fewer Korean women are achieving this recommendation.
• Breastfeeding education requires tailoring to specific client characteristics and perceptions.

Purpose of the Study:

• To explore the perceptions of breastfeeding among pregnant and postpartum Korean women.
• To identify typologies of perspectives on breastfeeding using Q methodology.
• To understand changing attitudes towards breastfeeding in Korean women.

Main Methods:

• Employed Q methodology to examine personal perceptions, feelings, and values regarding breastfeeding.
• Utilized a Q sample of 38 statements representing diverse viewpoints on breastfeeding.
• Analyzed data from 49 Korean women (P sample) using PC-QUANL program with Varimax rotation.

Main Results:

• Four distinct factors explained 53.0% of the variance in perceptions: maternal privilege, option based on emotion, option if efficient, and option if sufficient problem-solving skills.
• All participants perceived breastfeeding as an optional choice.
• A significant shift in attitudes towards breastfeeding was observed among Korean women.

Conclusions:

• Korean women's attitudes toward breastfeeding have evolved, with a consensus on it being an optional practice.
• Current breastfeeding promotion campaigns and educational strategies may not align with contemporary societal norms and women's beliefs.
• Future interventions should incorporate an understanding of these changing perceptions to enhance effectiveness.