O efeito do engajamento do beneficiário na eficácia de intervenções sociais para a prática de mindfulness

Abstract

Service Dominant Logic (SDL) is a new paradigm for any kind of exchanges, so it is perhaps the basis of a general marketing theory. Based on SDL central idea that everything is service for service exchange, and its other premises that consider the importance of the role of the service beneficiary in the co-creation of desired value and end result sought by the exchange, this research investigated the effects of the beneficiary's engagement in the context of social marketing, in which the value proposition was an invitation to practice mindfulness. A field "pre-test / post-test control group study" type experiment was performed with 72 volunteers and the treatment applied were strategies to increase the engagement of the participants of the experimental group with the objective of a better result in seven dependent variables associated with benefits related to the practice of mindfulness. Measurements were made based on profile analysis, t-tests and Mann-Whitney tests. A large size effect of group and time factors was observed, in which the latter was statistically significant for four dependent variables during the intervention period, as well as results in practice time, probability of indication and qualitative evidence that individuals who were targets of the interventions perceived their evolution in a more expressive way than those in the control group