Use this URL to cite or link to this record in EThOS:
Title: Successful breasfeeding promotion : a motivational model of instructional design applied and tested
Author: Stockdale, Doreen Janine
ISNI:       0000 0001 3486 1990
Awarding Body: University of Ulster
Current Institution: Ulster University
Date of Award: 2007
Availability of Full Text:
Access from EThOS:
National and International statistics (WHO 2001) demonsrates that it remains easier to motivate women to initiate breastfeedmg than sustain It. evidence highlights two motivational factors, women lack confidence and professional support (Avery et al. 1998, Dodgson et al. 2003, Chezem et al. 2003). It was theorized that if midwives' instruction was confidence-building, woman's persistence would increase. The research aim was to develop and test a motivational intervention using the ARCS Model of Motivational instructional Design (Keller 1987). Method: Four phases of the ARCS model rdlected an Action Research design. Phase one analysed current instruction by applying Sansone and Harackiewicz (1991) goal conceptualization as a structure for a participant observation study (n=130 women and 20 educators). A second observation study, re-applied the structure to breastfeeding websites n=30). Outcomes revealed instructional confidence and relevance deficits. Phase two assessed the motivational effects of the observed instruction. A theoretical measurement tool was developed toranalyze audience motivation. A convenience sample (n=202) of post-natal women who were breastfeeding consented to complete the questionnaire. Outcomes of Exploratory Factor Analysis confirmed the validity of confidence and relevance deficits. Phase three defined the motivational objectives and selected strategies from the ARCS model for embedment into current instruction. The resulting intervention 'Designer Breastfeeding' included a motivational version ofantenatal instruction, breastfeeding web-site and postnatal midwife support. A pilot study (n=20) resulted in the discontinuation ofthe web-site. Phase four experimentally tested 'Designer Breastfeeding' with Baby Friendly Initiative instruction. First-time mothers (n=182) were recruited to a RCT. Women's motivation was measured using the diagnostic measurement tool. The questionnaire was completed pior to discharge from hospital. Telephone follow-up confirmed breastfeeding maintenance at three weeks. 'Designer Breastfeeding' significantly increased maternal confidence (p<.001), perceived midwife support (P<.001) and persistence to breastfeed (P<.001).
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available