title: The social marketing of safety behaviors: a quasi-randomized controlled trial of tractor retrofitting incentives.
abstract: OBJECTIVE
  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.
authors.affiliation: New York Center for Agricultural Medicine and Health, Bassett Healthcare Network, Cooperstown, NY 13326, USA. julie.sorensen@bassett.org
authors.forename: Julie A
authors.initials: JA
authors.lastname: Sorensen
authors.forename: Paul L
authors.initials: PL
authors.lastname: Jenkins
authors.forename: Maria
authors.initials: M
authors.lastname: Emmelin
authors.forename: Hans
authors.initials: H
authors.lastname: Stenlund
authors.forename: Lars
authors.initials: L
authors.lastname: Weinehall
authors.forename: Giulia B
authors.initials: GB
authors.lastname: Earle-Richardson
authors.forename: John J
authors.initials: JJ
authors.lastname: May
mesh_terms: D000062:Accidents, Occupational / Q000517:prevention & control*; D000383:Agriculture; D001294:Attitude to Health; D003625:Data Collection; D004869:Equipment Safety / Q000379:methods*; D005260:Female; D005382:Financing, Personal; D006801:Humans; D008297:Male; D011939:Mental Recall; D008875:Middle Aged; D009042:Motivation; D018986:Motor Vehicles; D009518:New York; D016273:Occupational Exposure; D010414:Pennsylvania; D040242:Risk Reduction Behavior; D040241:Social Marketing