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The social marketing of safety behaviors: a quasi-randomized controlled trial of tractor retrofitting incentives.

Authors
Sorensen-JA; Jenkins-PL; Emmelin-M; Stenlund-H; Weinehall-L; Earle-Richardson-GB; May-JJ
Source
Am J Publ Health 2011 Apr; 101(4):678-684
NIOSHTIC No.
20042126
Abstract
OBJECTIVES: We assessed the effect of social marketing incentives on dispositions toward retrofitting and retrofitting behavior among farmers whose tractors lacked rollover protective structures. METHODS: From 2006 to 2007, we conducted a quasi-randomized controlled trial with 391 farm owners in New York and Pennsylvania surveyed before and after exposure to 1 of 3 tractor retrofitting incentive combinations. These combinations were offered in 3 trial regions; region 1 received rebates; region 2 received rebates, messages, and promotion and was considered the social marketing region; and region 3 received messages and promotion. A fourth region served as a control. RESULTS: The social marketing region generated the greatest increases in readiness to retrofit, intentions to retrofit, and message recall. In addition, postintervention stage of change, intentions, attitudes, subjective norms, and perceived behavioral control levels were higher among farmers who had retrofitted tractors. CONCLUSIONS: Our results showed that a social marketing approach (financial incentives, tailored messages, and promotion) had the greatest influence on message recall, readiness to retrofit tractors, and intentions to retrofit tractors and that behavioral measures were fairly good predictors of tractor retrofitting behaviors.
Keywords
Agriculture; Agricultural-workers; Agricultural-machinery; Tractors; Equipment-design; Equipment-reliability; Sociological-factors; Behavior; Behavior-patterns; Attitude; Safety-equipment; Safety-practices; Accident-prevention; Injury-prevention; Mental-processes; Humans; Motor-vehicles; Families; Farmers
Contact
Julie A. Sorensen, New York Center for Agricultural Medicine and Health, Bassett Healthcare Network, 1 Atwell Rd, Cooperstown, NY 13326
CODEN
AJHEAA
Publication Date
20110401
Document Type
Journal Article
Email Address
julie.sorensen@bassett.org
Funding Type
Cooperative Agreement
Fiscal Year
2011
NTIS Accession No.
NTIS Price
Identifying No.
Cooperative-Agreement-Number-U50-OH-007542
Issue of Publication
4
ISSN
0090-0036
Source Name
American Journal of Public Health
State
NY
Performing Organization
Mary Imogene Bassett Hospital - Cooperstown, New York
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