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

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 valu...

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Bibliographic Details
Published in:RAUSP Management Journal 2021-01, Vol.56 (3), p.348-366
Main Authors: dos Santos, Carolina Pantuza Vilar, Lopes, Evandro Luiz, Dias, Julia Costa, de Andrade, André Gustavo Pereira, Matos, Celso Augusto, Veiga, Ricardo Teixeira
Format: Article
Language:English
Subjects:
Beneficiaries
BUSINESS
Collaboration
Consumers
Intervention
Investigations
Meditation
Mindfulness
Quality of life
self-efficacy
service-dominant logic
social interventions
Social marketing
Success
Value creation
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Summary: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.
ISSN:2531-0488
2531-0488
DOI:10.1108/RAUSP-10-2020-0247