From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment
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 va...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2021-08-01
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| Series: | RAUSP Management Journal |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/RAUSP-10-2020-0247/full/pdf?title=from-social-marketing-and-service-dominant-logic-to-engagement-in-mindfulness-practice-a-field-experiment |
| _version_ | 1811239621773754368 |
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| author | Carolina Pantuza Vilar dos Santos Evandro Luiz Lopes Julia Costa Dias André Gustavo Pereira de Andrade Celso Augusto Matos Ricardo Teixeira Veiga |
| author_facet | Carolina Pantuza Vilar dos Santos Evandro Luiz Lopes Julia Costa Dias André Gustavo Pereira de Andrade Celso Augusto Matos Ricardo Teixeira Veiga |
| author_sort | Carolina Pantuza Vilar dos Santos |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-12T13:03:09Z |
| format | Article |
| id | doaj.art-fcfd60c01b1f4d1d903f92b7f97517a7 |
| institution | Directory Open Access Journal |
| issn | 2531-0488 |
| language | English |
| last_indexed | 2024-04-12T13:03:09Z |
| publishDate | 2021-08-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | RAUSP Management Journal |
| spelling | doaj.art-fcfd60c01b1f4d1d903f92b7f97517a72022-12-22T03:32:06ZengEmerald PublishingRAUSP Management Journal2531-04882021-08-0156334836610.1108/RAUSP-10-2020-0247664672From social marketing and service-dominant logic to engagement in mindfulness practice: a field experimentCarolina Pantuza Vilar dos Santos0Evandro Luiz Lopes1Julia Costa Dias2André Gustavo Pereira de Andrade3Celso Augusto Matos4Ricardo Teixeira Veiga5Universidade Federal de Minas Gerais, Escola de Ciências Econômicas (CEPEAD), Belo Horizonte, BrazilUniversidade Nove de Julho and Universidade Federal de São Paulo, São Paulo, BrazilUniversidade Federal de Minas Gerais, Belo Horizonte, BrazilUniversidade Federal de Minas Gerais, Belo Horizonte, BrazilUniversidade Unisinos, Escola de Negócios Unisinos, Porto Alegre, BrazilUniversidade Federal de Minas Gerais, Escola de Ciências Econômicas (CEPEAD), Belo Horizonte, BrazilPurpose – 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.https://www.emerald.com/insight/content/doi/10.1108/RAUSP-10-2020-0247/full/pdf?title=from-social-marketing-and-service-dominant-logic-to-engagement-in-mindfulness-practice-a-field-experimentsocial marketingmindfulnessself-efficacysocial interventionsservice-dominant logic |
| spellingShingle | Carolina Pantuza Vilar dos Santos Evandro Luiz Lopes Julia Costa Dias André Gustavo Pereira de Andrade Celso Augusto Matos Ricardo Teixeira Veiga From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment RAUSP Management Journal social marketing mindfulness self-efficacy social interventions service-dominant logic |
| title | From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment |
| title_full | From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment |
| title_fullStr | From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment |
| title_full_unstemmed | From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment |
| title_short | From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment |
| title_sort | from social marketing and service dominant logic to engagement in mindfulness practice a field experiment |
| topic | social marketing mindfulness self-efficacy social interventions service-dominant logic |
| url | https://www.emerald.com/insight/content/doi/10.1108/RAUSP-10-2020-0247/full/pdf?title=from-social-marketing-and-service-dominant-logic-to-engagement-in-mindfulness-practice-a-field-experiment |
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