| Autor: |
Carolina Pantuza Vilar dos Santos, Evandro Luiz Lopes, Julia Costa Dias, André Gustavo Pereira de Andrade, Celso Augusto Matos, Ricardo Teixeira Veiga |
| Jazyk: |
angličtina |
| Rok vydání: |
2021 |
| Předmět: |
|
| Zdroj: |
RAUSP Management Journal, Vol 56, Iss 3, Pp 348-366 (2021) |
| Druh dokumentu: |
article |
| ISSN: |
2531-0488 |
| 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 |
| Popis: |
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. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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