Do Cialdini's "Principles of Influence" Motivate Safe Practices on Farms?

On farms, power take-off (PTO) drivelines pose serious risks in terms of both fatal and non-fatal injuries. PTO shielding can prevent such injuries; however, is often underutilized by the farm population. This study aims assesses seven influence campaigns and their ability to change attitudes toward PTO shielding in order to encourage sustainable behavior change. Seven strategies based on common principles of influence (liking, social proof, authority, consistency, reciprocity, and scarcity) were implemented in seven agricultural counties in upstate New York. Pre- and post- tests focused on shielding behaviors and attitudes, as well as the presence of the influence strategies, were used to assess changes resulting from these interventions. Little change in the presence of influence strategies was noted from baseline to follow-up. Additionally, there were no significant changes in behavior or attitude toward PTO shielding in the same time period, indicating the failure of the interventions to create change. The findings of this study support the challenges identified in past efforts to increase the use of PTO shields on farms and highlight the need for more intensive, focused interventions. Future studies can use these lessons to develop more robust interventions for improved outcomes.

Understanding Trends in PTO Shielding Using Kelman's Processes of Change.

Background: Kelman's Processes of Change suggest that individuals participate in behaviors for one of three reasons: because it is required (compliance), because the behavior allows them to maintain a particular social status (identification), or because the behavior aligns with the individuals core beliefs (internalization). This study aims to assess the utility of this model in understanding farmers' attitudes and behaviors regarding power take-off (PTO) shielding to prevent entanglements.Methods: Surveys collected data on 673 farmers' attitudes and behaviors related to PTO shielding in 14 highly agricultural counties of New York. Participants were classified based on Kelman's Processes of Change.Results: In total, 59.44% of participants could be classified into one of the three Kelman categories based on both attitude and behavior. Of these participants, 18% were classified in the compliance phase, 3% in identification, and 79% in internalization. Of participants who did not display appropriate shielding behavior, 77% still reported having internalized the importance of PTO shielding.Conclusions: Two main challenges occurred in using Kelman's Processes of Change to assess PTO shielding behaviors among farmers. First, the attitude and behaviors of participants were not always reflective of one another, and second, participants tended to have difficulties distinguishing their primary motivations for PTO shielding (compliance, identification, or internalization). Though participants can be classified based on Kelman's Processes of Change and researchers can benefit from a more in-depth understanding of motivations related to changing safety behaviors, this study indicates that there are challenges in accurately assigning individuals to their appropriate "change" classification.