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Please use this identifier to cite or link to this item: http://hdl.handle.net/1843/56794
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dc.creatorCarolina Pantuza Vilar dos Santospt_BR
dc.creatorEvandro Luiz Lopespt_BR
dc.creatorJúlia Costa Diaspt_BR
dc.creatorAndré Gustavo Pereira de Andradept_BR
dc.creatorCelso Augusto Matospt_BR
dc.creatorRicardo Teixeira Veigapt_BR
dc.date.accessioned2023-07-20T20:50:32Z-
dc.date.available2023-07-20T20:50:32Z-
dc.date.issued2021-
dc.citation.volume56pt_BR
dc.citation.issue3pt_BR
dc.citation.spage348pt_BR
dc.citation.epage365pt_BR
dc.identifier.doihttps://doi.org/10.1108/RAUSP-10-2020-0247pt_BR
dc.identifier.issn2531-0488pt_BR
dc.identifier.urihttp://hdl.handle.net/1843/56794-
dc.description.resumoPurpose – 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.pt_BR
dc.languageporpt_BR
dc.publisherUniversidade Federal de Minas Geraispt_BR
dc.publisher.countryBrasilpt_BR
dc.publisher.departmentEEFFTO - ESCOLA DE EDUCAÇÃO FISICA, FISIOTERAPIA E TERAPIA OCUPACIONALpt_BR
dc.publisher.initialsUFMGpt_BR
dc.relation.ispartofRAUSP Management Journalpt_BR
dc.rightsAcesso Abertopt_BR
dc.subjectSocial marketingpt_BR
dc.subjectMindfulnesspt_BR
dc.subjectSelf-efficacypt_BR
dc.subjectSocial interventionspt_BR
dc.subjectService-dominant logicpt_BR
dc.subject.otherMarketing socialpt_BR
dc.subject.otherEficaciapt_BR
dc.titleFrom social marketing and service-dominant logic to engagement in mindfulness practice: a field experimentpt_BR
dc.typeArtigo de Periódicopt_BR
dc.url.externahttps://www.emerald.com/insight/content/doi/10.1108/RAUSP-10-2020-0247/full/htmlpt_BR
dc.identifier.orcidhttps://orcid.org/0000-0001-9465-0650pt_BR
dc.identifier.orcidhttps://orcid.org/0000-0002-2538-9089pt_BR
dc.identifier.orcidhttps://orcid.org/0000-0001-5467-0972pt_BR
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