Message framing, source credibility and behavioural intention : an empirical investigation of exclusive breastfeeding intention in Indonesia

Abstract

Health organizations and institutions (e.g. WHO, UNICEF and the Indonesian Ministry of Health) overwhelmingly recommend breastfeeding, ideally for a period of at least six months, since it benefits both a baby and its mother. Although the practice has been widely recommended, the rate of women who exclusively breastfeed for six months in Indonesia is lower compared to elsewhere. This study empirically investigates the effects of framed-messages and source credibility on the intention to provide six months of exclusive breastfeeding in Indonesia. In building a model of these potential effects, Prospect Theory and the elaboration likelihood model (ELM) were relied on: Prospect Theory is the basis for explaining the effect of message framing; ELM is used as a framework for investigating the moderating effect of source credibility. Although the effects of framed-messages and source credibility on health behaviour in general have been assessed by scholars, no studies have investigated the effect on breastfeeding behaviour. To come to a more comprehensive understanding, the framework of the Theory of Planned Behaviour (TPB) was also used, enabling the relationship among relevant antecedents of behavioural intentions such as attitude, subjective norms, perceived behavioural control (PBC), and perceived value to be explored. To test these effects, this study proposed 17 hypotheses. The manipulation of message framing and source credibility followed a 2x2 factorial design. Data was collected from 279 Indonesian pregnant women and analysed by using Partial Least Squares and Analysis of Variance. Findings show that while message framing does not have a significant main effect on the variables under study, it does have significant effect when considered in conjunction with source credibility. Specifically, a positively-framed message with a high credibility source is the most effective combination to influence perceived value, attitude, PBC and the intention to provide exclusive breastfeeding. This finding supports both Prospect Theory and ELM. In terms of the relationships among behavioural intention, attitudes, perceived value, PBC and subjective norms, this study has shown that only attitudes and perceived value are predictors of intention to breastfeed. Furthermore, it was shown that perceived value and subjective norms have a significant effect on attitudes. Moreover, this study indicates that attitudes and perceived value partially mediate the interaction effect of message framing and source credibility on intention.