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

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dc.creatorCarolina Pantuza Vilar dos Santos
dc.creatorEvandro Luiz Lopes
dc.creatorJúlia Costa Dias
dc.creatorAndré Gustavo Pereira de Andrade
dc.creatorCelso Augusto Matos
dc.creatorRicardo Teixeira Veiga
dc.date.accessioned2023-07-20T20:50:32Z
dc.date.accessioned2025-09-09T00:51:32Z
dc.date.available2023-07-20T20:50:32Z
dc.date.issued2021
dc.identifier.doihttps://doi.org/10.1108/RAUSP-10-2020-0247
dc.identifier.issn2531-0488
dc.identifier.urihttps://hdl.handle.net/1843/56794
dc.languagepor
dc.publisherUniversidade Federal de Minas Gerais
dc.relation.ispartofRAUSP Management Journal
dc.rightsAcesso Aberto
dc.subjectMarketing social
dc.subjectEficacia
dc.subject.otherSocial marketing
dc.subject.otherMindfulness
dc.subject.otherSelf-efficacy
dc.subject.otherSocial interventions
dc.subject.otherService-dominant logic
dc.titleFrom social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment
dc.typeArtigo de periódico
local.citation.epage365
local.citation.issue3
local.citation.spage348
local.citation.volume56
local.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.
local.identifier.orcidhttps://orcid.org/0000-0001-9465-0650
local.identifier.orcidhttps://orcid.org/0000-0002-2538-9089
local.identifier.orcidhttps://orcid.org/0000-0001-5467-0972
local.publisher.countryBrasil
local.publisher.departmentEEFFTO - ESCOLA DE EDUCAÇÃO FISICA, FISIOTERAPIA E TERAPIA OCUPACIONAL
local.publisher.initialsUFMG
local.url.externahttps://www.emerald.com/insight/content/doi/10.1108/RAUSP-10-2020-0247/full/html

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