This study investigated the use of ‘mama’ or similar sounds (collectively referred to as ‘MAMA’) by 75 infants less than six months of age. Parents were directed to listen for ‘MAMA’ sounds and to note the sounds made, the age of onset, whether the sounds appeared to be directed to any person or persons and whether they appeared to have a purpose. ‘MAMA’ began at a mode of two months, range two weeks to five months, was usually part of a cry, and was always interpreted as a ‘wanting’ sound. Most parents thought that the infant wanted some form of attention, but a minority thought it indicated hunger. Responses to a Structured Response Protocol indicated that some infants uttering ‘MAMA’ were satisfied if a favourite caretaker approached and paid attention to them while the remainder were satisfied if they were both paid attention to and picked up. The ‘MAMA’ cry appears to promote attention-giving behaviour by parents and other caretakers.