文章基本信息

标题：From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment
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作者：Carolina Pantuza Vilar dos Santos ; Evandro Luiz Lopes ; Julia Costa Dias 等
期刊名称：RAUSP Management Journal
印刷版ISSN：2531-0488
出版年度：2021
卷号：56
期号：3
页码：348-366
DOI：10.1108/RAUSP-10-2020-0247
语种：English
摘要：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.
关键词：Social marketing;Mindfulness;Self-efficacy;Social interventions;Service-dominant logic