Hi Kathleen--a pleasure to "meet" you!

As far as I know, this study was the only study of its kind. Other studies
since then have looked mainly at specific types of promotion, mainly the
impact of free sample distribution. Most of the findings are published in:
Greiner T and Latham MC. The influence of infant food advertising on infant
feeding practices in St. Vincent. Internatinoal Journal of Health Services
12:53-75, 1982.

Despite the fact that active advertising had not occurred in the very
recent past at the time of the study, the effects of advertising in
previous years could be shown. Women who recalled advertising were more
likely to start bottle feeding earlier. The same was true for women who
were familiar with or bought advertised more than unadvertised brands of
baby foods. These findings were statistically significant and held true
even in multivariate (multiple regression) analyses, controlling for
socioeconomic status and several other variables.

You might also be interested in a couple monographs I wrote which document
the infant formula companies' own bragging to their shareholders about the
powerful impact of their advertising methods before they began to be
criticized for it (as well as their exploitation of the health
professionals as unpaid salesmen for their products): Greiner, T: The
promotion of bottle feeding by multinational corporations: how advertising
and the health professions have contributed. Cornell International
Nutrition Monograph #2, 1975. (can be ordered for 5 dollars from Doreen
Doty, Savage Hall, Cornell University, Ithaca, NY 14853. #4, called
"Regulation and education: strategies for solving the bottle feeding
problem" includes more information of this type along with ideas for
working against the bottle feeding "mystique", also costing 5 dollars.)


Ted Greiner, PhD
Senior Lecturer in International Nutrition
Unit for International Child Health, Entrance 11
Uppsala University
751 85 Uppsala
Sweden

phone +46 - 18 515198
fax   e phone +46 - 8 191397 (can be used as fax also)