How mothers choose babymilk brands.

Abstract

Babymilks which had been on the market for many years were the most highly regarded by the women. Midwives had a greater influence in brand choice than health visitors, although overall the women's sisters appeared to be the most influential. Women expressed a need for more information regarding the nutritional content and differences between various babymilks, but from an unbiased source. The effect of subliminal advertising on the postnatal wards (i.e. by using ready-to-feed bottles of babymilk) was highly significant. There is no doubt that there is deliberate confusion of brand name advertising with impartial information.