Behavior analysis in consumer affairs: encouraging dental professionals to provide consumers with shielding from unnecessary X-ray exposure.

An unobtrusive observation system was developed to determine the extent to which dental professionals in two communities provided lead shielding to patients during X-ray exams. A lengthy baseline revealed low and irregular provision of shielding among half of these professionals. Subsequently, a program was undertaken by a consumer's group in which these professionals were requested to provide shielding and were given confidential feedback regarding its use during the baseline period. The provision of shielding dramatically increased at all offices and was maintained throughout a follow-up period extending to more than 9 months after the program's implementation. Little or no generalized effect was observed in the occurrence of three collateral behaviors that were also assessed throughout the study.