Marketing Farm Safety: Using Principles of Influence to Increase PTO Shielding

ABSTRACT

Objectives: Despite much work to reduce the frequency and severity of agricultural injuries, these events still occur. Power take-off entanglements are one example of agricultural events that can lead to death or permanent disability. This manuscript considers the use of marketing techniques to reduce agricultural injuries. Specifically, the “principles of influence” (liking, social proof, authority, consistency, reciprocity, and scarcity) are explored as methods of promoting power take-off shielding among New York farmers.

Methods: Focus group discussions were held with farmers and agricultural service providers in seven agricultural counties in New York. Participants were provided with background information about power take-off injuries, as well as information on one principle of influence. Facilitators then guided the groups through a brainstorming discussion to formulate intervention strategies.

Results: Thirty-nine individuals participated in the discussions. Participants provided feedback on individuals and organizations that could serve as influencers, potential incentives for participants, and beliefs about what would not work in their community.

Conclusion: Overall, participants were enthusiastic about using principles of influence to promote power take-off shielding. These methods appear to be promising for improving safety on farms, and have the potential to save both time and money compared to other intervention strategies.

KEYWORDS:

• Agricultural safety
• power take-off; marketing
• principles of influence

Acknowledgments

The authors thank those who have assisted with various parts of this study, including Nora Lindner and Jessica Echard from the Northeast Center for Occupational Safety and Health, and Andre Weldy and Lauren Bader of FHI 360, as well as all of those who have participated in the research discussed in this manuscript.

Disclosure Statement

The authors have no conflicts of interest to report.

Additional information

Funding

This work was supported by the National Institute for Occupational Safety and Health [2U54OH007542].