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.

中文翻译：

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从社会营销和服务主导逻辑到参与正念练习：现场实验

目的

基于服务主导逻辑（SD 逻辑）的假设，即每个交易所都是以服务换服务，以及受益人在共同创造价值中的作用的相关性，本文旨在研究参与的影响在社会营销的背景下，价值主张是邀请练习正念。

设计/方法/方法

使用前测/后测控制组设计，对 72 名志愿者进行了现场实验。所应用的治疗是一组策略，以增加参与者的参与度，以在主要与正念练习的好处相关的五个因变量中获得更好的结果。测量是通过轮廓分析进行的，并提交给 Mann-Whitney 和t检验。

发现

在多变量测试中观察到组和时间因素的很大影响，以及组间共同创造价值的差异。

原创性/价值

这项研究可以促进人类的实验性跨学科研究，利用 SD 逻辑和社会营销的概念来促进积极的行为改变。鉴于其复杂的性质，这种方法在解释和改善人类行为方面可能更有效。