From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment

• Autor(a) principal: Carolina Pantuza Vilar dos Santos
• Data de Publicação: 2021
• Outros Autores: Evandro Luiz Lopes, Júlia Costa Dias, André Gustavo Pereira de Andrade, Celso Augusto Matos, Ricardo Teixeira Veiga
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Institucional da UFMG
• Texto Completo: https://doi.org/10.1108/RAUSP-10-2020-0247; http://hdl.handle.net/1843/56794; https://orcid.org/0000-0001-9465-0650; https://orcid.org/0000-0002-2538-9089; https://orcid.org/0000-0001-5467-0972
• topic: Social marketing; Mindfulness; Self-efficacy; Social interventions; Service-dominant logic; Marketing social; Eficacia

Purpose – Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service for-service and on the relevance of the beneficiary’s role in the co-creation of value, this paper aims to investigate the effects of engagement in the context of social marketing, where the value proposition is an invitation to practice mindfulness. Design/methodology/approach – A field experiment was carried out with 72 volunteers, using a pre test/post-test control group design. The treatment applied was a set of strategies to increase the engagement of the participants to attain a better result in five dependent variables associated mainly with the benefits of mindfulness practice. Measurements were made from a profile analysis, and submitted to Mann-Whitney and t-tests. Findings – A large effect of group and time factors were observed in the multivariate test, as well as differences in the co-creation of value between groups. Originality/value – This study can contribute to stimulate experimental transdisciplinary research in humans, using concepts from S-D logic and social marketing to promote positive behavioral change.This approach is probably more efficient at explaining and improving human behavior, given its complex nature.