Stories or statistics? Farmers' attitudes toward messages in an agricultural safety campaign

Susan Morgan, Henry P. Cole, Tim Struttmann, Larry Piercy

Research output: Contribution to journalArticle

35 Citations (Scopus)

Abstract

Farming is the second most hazardous occupation in the U.S. The high mortality rate is due in large part to farm equipment hazards, particularly tractor overturns. Injuries and deaths associated with tractor overturns could be prevented with the use of a rollover protective structure (ROPS). In spite of the known dangers associated with overturn incidents, farmers are reluctant to retrofit ROPS on older tractors. Few agricultural safety campaigns target the issue of ROPS retrofits, and none have been evaluated systematically. This article reports a study that examines a set of messages that were central to the Community Partners for Healthy Farming project. This study indicates that narrative-based messages and messages incorporating fear appeals are more favorably evaluated by farmers than messages that simply inform farmers or messages that rely on statistics.

Original languageEnglish (US)
Pages (from-to)225-239
Number of pages15
JournalJournal of Agricultural Safety and Health
Volume8
Issue number2
StatePublished - May 2002
Externally publishedYes

Fingerprint

agricultural health and safety
Agricultural machinery
farmers' attitudes
tractors
Hazards
statistics
Statistics
farmers
Agriculture
Safety
farming systems
Equipment Safety
agricultural machinery and equipment
fearfulness
Occupations
Fear
death
Mortality
Wounds and Injuries
Farmers

Keywords

  • Fear appeals
  • Narratives
  • Rollover protective structures
  • ROPS
  • Safety campaigns
  • Statistics

ASJC Scopus subject areas

  • Agricultural and Biological Sciences (miscellaneous)
  • Industrial and Manufacturing Engineering
  • Safety, Risk, Reliability and Quality

Cite this

Stories or statistics? Farmers' attitudes toward messages in an agricultural safety campaign. / Morgan, Susan; Cole, Henry P.; Struttmann, Tim; Piercy, Larry.

In: Journal of Agricultural Safety and Health, Vol. 8, No. 2, 05.2002, p. 225-239.

Research output: Contribution to journalArticle

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