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Volume 101, Issue 4 (April 2011)
Julie A. Sorensen, Paul L. Jenkins, Maria Emmelin, Hans Stenlund, Lars Weinehall, Giulia B. Earle-Richardson, and John J. May The Social Marketing of Safety Behaviors: A Quasi–Randomized Controlled Trial of Tractor Retrofitting Incentives. American Journal of Public Health: April 2011, Vol. 101, No. 4, pp. 678-684.
doi: 10.2105/AJPH.2010.200162

Accepted on: Jun 11, 2010

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

Julie A. Sorensen, PhD, Paul L. Jenkins, PhD, Maria Emmelin, PhD, Hans Stenlund, MS, Lars Weinehall, MD, PhD, Giulia B. Earle-Richardson, PhD, and John J. May, MD

Julie A. Sorensen, Paul L. Jenkins, Giulia B. Earle-Richardson, and John J. May are with the Northeast Center for Agricultural and Occupational Health/New York Center for Agricultural Medicine and Health at the Bassett Healthcare Network, Cooperstown. Maria Emmelin, Hans Stenlund, and Lars Weinehall are with the Department of Epidemiology and Public Health Sciences, Umeå University, Umeå, Sweden.

Correspondence should be sent to Julie A. Sorensen, New York Center for Agricultural Medicine and Health, Bassett Healthcare Network, 1 Atwell Rd, Cooperstown, NY 13326 (e-mail: ).

Peer Reviewed

Contributors

J. A. Sorensen and P. L. Jenkins contributed significantly to designing the study and the research instrument and led the data analysis and the writing and editing of the article. M. Emmelin, who was considerably involved in designing the study, participated in the data analysis and writing. H. Stenlund and L. Weinehall assisted with the study design and data interpretation and reviewed article drafts. G. B. Earle-Richardson helped with designing the study, drafting the survey instrument, and reviewing the final draft of the article. J. J. May contributed substantially to all phases of the research.



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.