3.1. Targeting for breastfeeding mothers
Clearly there are several reasons or motives to breastfeed and each of them stem from different needs.However, as Figure 1 illustrates, the most active need seems to be the need of psychological safety given that mothers breastfeed as a means of accomplishing what they consider to be a significant duty and a way of looking after the health of their children. These two reasons are accompanied by the desire to respond to their baby on demand and to build a tight bond with their children. Finally, the economic motive can be traced to this need (Humphreys et al. 1998; Haslam et al. 2003; McKinley and Hyde 2004;Rubio et al. 2005).
In addition, another important need is physiological since breastfeeding on demand in the most
economical way possible is rooted strongly in this instinctual need (Huffman 1984; Miltra et al. 2004).
By contrast, it’s important to state that the less active need is prestige or reputation. Needless to say a breastfeeding mother’s endeavour doesn’t principally rest on their physical safety either (Huang et al.2004).