Please use this identifier to cite or link to this item:
http://hdl.handle.net/1843/56794| Type: | Artigo de Periódico |
| Title: | From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment |
| Authors: | Carolina Pantuza Vilar dos Santos Evandro Luiz Lopes Júlia Costa Dias André Gustavo Pereira de Andrade Celso Augusto Matos Ricardo Teixeira Veiga |
| Abstract: | 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. |
| Subject: | Marketing social Eficacia |
| language: | por |
| metadata.dc.publisher.country: | Brasil |
| Publisher: | Universidade Federal de Minas Gerais |
| Publisher Initials: | UFMG |
| metadata.dc.publisher.department: | EEFFTO - ESCOLA DE EDUCAÇÃO FISICA, FISIOTERAPIA E TERAPIA OCUPACIONAL |
| Rights: | Acesso Aberto |
| metadata.dc.identifier.doi: | https://doi.org/10.1108/RAUSP-10-2020-0247 |
| URI: | http://hdl.handle.net/1843/56794 |
| Issue Date: | 2021 |
| metadata.dc.url.externa: | https://www.emerald.com/insight/content/doi/10.1108/RAUSP-10-2020-0247/full/html |
| metadata.dc.relation.ispartof: | RAUSP Management Journal |
| Appears in Collections: | Artigo de Periódico |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| From social marketing and service-dominant logic to engagement in mindfulness practice a field experiment.pdf | 682.84 kB | Adobe PDF | View/Open |
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