Mothers with higher body image concern are more likely to intend to use artificial milk
from birth or to breast feed for a shorter duration as well as actually do so. This suggests that perceptions about breast feeding are driving feeding choices rather than actual negative experiences such as finding it embarrassing to feed in front of others.Indeed, these perceptions may be preventing women from attempting to
breast feed in the first place, rather than experiencing it for
themselves. This fits well with previous research showing that
first time pregnant women hold many negative perceptions about breast feeding such as that it is embarrassing, inconvenient or difficult based on in formation passed from friends or family
(Rojjanasrirat and Sousa,2010).