Abstract
Objective
To determine whether integrating influence strategies (reciprocation, consistency,
consensus, feeling liked, authority, and scarcity) throughout Chickasaw Nation Special
Supplemental Nutrition Program for Women, Infants, and Children (WIC) clinics (1)
changed participants' perception of the WIC experience and (2) affected breastfeeding
initiation rates.
Methods
Two-part, quasi-experimental design.
Setting
Four WIC clinics.
Participants
Parents and caregivers of children birth to 3 years.
Intervention
Behavior change intervention based on Social Cognitive Theory using Caildini's Principles
of Influence. Traditional-model groups (control) received services prior to the intervention;
influence-model groups (experimental) received services after initiation of the intervention.
Main Outcomes
The preliminary demonstration project surveyed 2 groups to measure changes in their
perceptions of the WIC environment. Secondary data analysis measured changes in breastfeeding
initiation in 2 groups of postpartum women.
Analyses
Frequency analysis, independent sample t tests, chi-square for independence, step-wise logistic regression.
Results
The demonstration project resulted in 5 improved influence measures (P < .02), aligning with the influence principle of “feeling liked.” The model had a
small effect (φ = 0.10) in distinguishing breastfeeding initiation; women in the influence
model were 1.5 times more likely (95% CI, 1.19–1.86; P < .05) to initiate breastfeeding compared with women in the traditional model, controlling
for parity, mother's age, and race.
Conclusions and Implications
Consistent with Social Cognitive Theory, changing the WIC environment by integrating
influence principles may positively affect women's infant feeding decisions and behaviors,
specifically breastfeeding initiation rates.
Key Words
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Article info
Publication history
Published online: July 03, 2014
Accepted:
May 5,
2014
Identification
Copyright
© 2014 Society for Nutrition Education and Behavior. Published by Elsevier Inc. All rights reserved.
