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Lactation Information and Discussion

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Subject:
From:
"Jennifer Tow, IBCLC" <[log in to unmask]>
Reply To:
Lactation Information and Discussion <[log in to unmask]>
Date:
Sun, 7 Dec 2003 20:56:44 -0500
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Human beings are highly motivated to move away from pain and toward pleasure. The problem for breastfeeding is that they will first move away from pain and secondly toward pleasure. So, if they are in immediate pain, even if they perceive breastfeeding as pleasurable later, they will move away from the pain. Much of the time, the pain is emotional, or a combination of physical and emotional (nipple trauma, birth trauma, exhaustion, depression, feelings of failure, or even more selfish pain such as discomfort of inconveneince). An ad campaign that focuses on the advantages of breastfeeding ignores this very human tendency. AIM companies that mail AIM to mothers and promise relief from stress with "the next best thing" capitalize on it. A campaign that addresses the potential pain caused by artificial feeding reflects a much better understanding of what motivates us. Parents must perceive moving towards AF as moving toward pain, not away from pain.
Jennifer Tow, IBCLC, CT, USA

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