From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment
DOI:
https://doi.org/10.1108/RAUSP-10-2020-0247Keywords:
Social marketing, Mindfulness, Self-efficacy, Social interventions, Service-dominant logicAbstract
Purpose – Based on the assumption of the service-dominant logic (S-D logic) that every exchange is servicefor-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 pretest/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.
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