Abstract
Though agriculture is the most dangerous occupation in the United States, two key issues impede the effectiveness of farm safety interventions. First, little is known about what farmers think about farm equipment accidents and safety procedures. Second, current safety interventions are typically atheoretical and focus on information exchange, instead of persuasion. Formative evaluation is desperately needed, but rarely used in farm safety campaigns. The study reported here represents a formative evaluation based on a theoretically-grounded persuasive health message framework. The goal of this formative evaluation was to discover farmers' safety practices, as well as their beliefs about farm equipment accidents and safety. Methodological triangulation was achieved by assessing farmers' beliefs, attitudes, and behaviors via face-to-face interviews (N = 46), telephone interviews (N = 48), and mailed surveys (N = 177). The formative evaluation revealed that farmers believe farm equipment accidents to be severe and dangerous, yet believe themselves to be invulnerable to these accidents.
East Texas Farmer, Fall 1992
[My neighbor's wife] was running the big old tractor to shredding. And she hit a stump and it throwed her off and it run over her. Them big old tires run right over her and that shredder still running just chopped her all to pieces. Killed her just real quick.
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