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

Details

• Personal Author:
  Earle-Richardson GB ; Emmelin M ; Jenkins PL ; May JJ ; Sorensen JA ; Stenlund H ; Weinehall L
• Description:
  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. [Description provided by NIOSH]
• Subjects:
  Accident Prevention Accidents Agriculture Automobiles Behavior Family Farmers Mental Health Occupational Health Safety
• Keywords:
  Accident-prevention Agricultural-machinery Agricultural-workers Attitude Behavior-patterns Equipment-design Equipment-reliability Families Humans Injury-prevention Mental-processes Motor-vehicles Safety-equipment Safety-practices Sociological-factors Tractors

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• ISSN:
  0090-0036
• Document Type:
  Text
• Funding:
  Cooperative Agreement
• Genre:
  Journal Article
• Place as Subject:
  New York ; OSHA Region 2
• CIO:
  National Institute for Occupational Safety and Health (NIOSH)
• Topic:
  Workplace Safety & Health
• Location:
  North America
• Volume:
  101
• Issue:
  4
• NIOSHTIC Number:
  nn:20042126
• Citation:
  Am J Public Health 2011 Apr; 101(4):678-684
• Contact Point Address:
  Julie A. Sorensen, New York Center for Agricultural Medicine and Health, Bassett Healthcare Network, 1 Atwell Rd, Cooperstown, NY 13326
• Email:
  julie.sorensen@bassett.org
• Federal Fiscal Year:
  2011
• NORA Priority Area:
  Agriculture, Forestry and Fishing
• Performing Organization:
  Mary Imogene Bassett Hospital, Cooperstown, New York
• Peer Reviewed:
  True
• Start Date:
  20010930
• Source Full Name:
  American Journal of Public Health
• End Date:
  20270831
• Collection(s):
  National Institute for Occupational Safety and Health
• Main Document Checksum:
  urn:sha-512:64837ed7934183668cc43a8788e304d0d3353ad07ffb7e9eadda253532a7b21229794f06d87dac9e238d56b74c5f88c0b64e9c6c87b5288777d90e04f7d05807
• Download URL:
  https://stacks.cdc.gov/view/cdc/194449/cdc_194449_DS1.pdf
• File Type:
  [PDF - 853.44 KB ]