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Abstract
This study was designed to investigate the use of “risks of formula” language versus “benefits of breastfeeding” language in breastfeeding promotion texts. Three hundred and nine expectant mothers read and then assessed “risk” or “benefit” texts promoting breastfeeding. Assessment of “risk” versus “benefit” texts and the impact of text exposure on feeding intent were examined using ordinary least squares and logistic regression analyses. Respondents were significantly more likely to reject “risk” language than “benefit” language, and few differences in feeding intent were discovered between groups exposed to differently worded texts. Additional findings include relationships between breast modification, rejection of “risk” text, and intent to feed formula. The results provide insights into the effectiveness of “risk language” strategies, women's responses to different strategies, and underexplored demographic variables (e.g., breast modification).