The Social Marketing of Safety Behaviors: A Quasi–Randomized Controlled Trial of Tractor Retrofitting Incentives

Sorensen, Julie A.; Jenkins, Paul; Emmelin, Maria; Stenlund, Hans; Weinehall, Lars; Earle‐Richardson, Giulia; May, John J.

doi:10.2105/ajph.2010.200162

Cited by 31 publications

(17 citation statements)

References 22 publications

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“…As a result, selection of participants was based on the following criteria: The New York State ROPS Rebate Program Hotline is part of a social marketing intervention in New York that provides financial and logistical assistance for installing ROPS and promotional messages/ materials encouraging ROPS installation. 18,19 Thus interest in retrofitting was based on an individual having called the hotline to inquire about ROPS for their tractor.…”

Section: Focus Group Discussionmentioning

confidence: 99%

Dealing With Pre-ROPS Tractors: Is a Trade-in Program the Solution?

Sorensen

Conway²,

DeSpain

et al. 2010

Journal of Agromedicine

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Tractor overturns are the leading cause of work-related death in an industry with the highest occupational fatality rate. Rollover protective structures (ROPS) and seatbelts are 99% effective in reducing the risk of an overturn fatality. However, kits are not available for 20% of tractors currently lacking ROPS. For these tractor owners, two potential solutions have been discussed: (1) technology for reinforcing tractor axles to accommodate ROPS and (2) a pre-ROPS tractor removal program. The purpose of this study was to conduct preliminary research to assess the feasibility of a tractor trade-in program. Focus groups were conducted with pre-ROPS tractor owners and tractor dealers. The data were analyzed using a concept development analytical approach and results were reviewed in an industry stakeholder's workgroup session. Data from the research indicates that tractor owners and dealers would need persuasive financial incentives to participate in a trade-in program. The workgroup session also indicated that it would be difficult to fund or support a large-scale initiative, and the economics of removing a large group of older tractors from the marketplace may exacerbate financial roadblocks. However, the data from this study could be used to pilot test a small-scale, focused, tractor buy-back program.

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Section: Focus Group Discussionmentioning

confidence: 99%

Dealing With Pre-ROPS Tractors: Is a Trade-in Program the Solution?

Sorensen

Conway²,

DeSpain

et al. 2010

Journal of Agromedicine

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“…2,7 The research into motivating farmers to retrofit older tractors with rollover protective structures (ROPS) helps explain how barriers and motivating factors are not two sides of the same coin. For example, Sorensen and colleagues, 8 building upon the work of Hallman,9 found that because you address major barriers to ROPS retrofitting such as financial costs and time constraints, you don't necessarily achieve the best intervention results. In Sorensen et al's 8 research, they found the greatest change in farmers' intentions to install ROPS came from farmers exposed to a rebate (addressed barrier to behavioral change) and a targeted promotional campaign (addressed motivating factors for behavioral change), compared with farmers who received generic promotional pieces and a rebate incentive (barrier to behavioral change), farmers who received only targeted promotional campaign (addressed motivational factors), or a control group (no rebates or promotional campaign).…”

Section: Barriers Versus Motivatorsmentioning

confidence: 99%

“…For example, in the case of ROPS retrofitting, adult tractor operators did not identify self-protection as a barrier or a motivator. 8 All this information, then, can be used to develop intervention strategies and programs that facilitate adoption of the recommended practice.…”

Section: Barriers Versus Motivatorsmentioning

confidence: 99%

“…18,19 The reasons for unsafe behavior that these studies identify can reasonably be seen as barriers to changing behaviors, but only two studies were found that show evidence of systematically researching specific behavioral change motivating factors. These are the Sorensen et al 8 study on ROPS retrofits for tractors mentioned earlier and the Luque et al 13 study on eye injury prevention for citrus workers. These two research studies support the need for interventions to address both barriers to behavior change and motivating factors for behavior change.…”

Section: Studying Barriers and Motivators In Agricultural Safety And mentioning

confidence: 99%

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Using Social Marketing to Address Barriers and Motivators to Agricultural Safety and Health Best Practices

Yoder

Murphy

2012

Journal of Agromedicine

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Social marketing is an intervention development strategy that pays considerable attention to barriers to and motivators for behavioral change or adoption of recommended behaviors. Barriers are obstacles that prevent individuals from changing or adopting behaviors and are often referred to as the "cons" or "costs" of doing something. Motivators, on the other hand, are factors that encourage individuals to change or adopt behaviors and are often referred to as the "pros," "benefits," or "influencing factors" of doing something. Importantly, social marketing does not target education or knowledge change as an end point; rather, it targets behavior change. Studies across several types of desired behaviors (e.g., smoking cessation, weight control, more exercise, sunscreen use, radon testing) using the Stages of Change model have found systematic relationships between stages of change and pros and cons of changing behavior. A review of literature identifies numerous research and intervention studies that directly reference social marketing in agricultural safety and health, studies that identify reasons why parents allow their children to be exposed to hazardous situations on the farm, and reasons why youth engage in risky behaviors, but only two studies were found that show evidence of systematically researching specific behavioral change motivating factors. The authors offer several suggestions to help address issues relating to social marketing and agricultural safety and health.

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“…All indicators are that this somewhat cowardly approach to optimistic bias has proven to be effective. 10 Optimistic bias is a very common and quite robust phenomenon that can significantly impact efforts to change behavior. To a large degree it explains the quite limited impact of education as an intervention.…”

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confidence: 99%