F.C. Manning Faculty & Staff

Donna Sears
Associate Professor
Area: Marketing
  (902) 585-1404
  • BA (Mount Allison)
  • MBA (University of New Brunswick – Saint John)
  • PhD (McGill)
Research Interests
Differentiated pleasure in hedonic consumption experiences, developing scripts for, and exploring the consequences of, differentiated pleasure; brand equity, its value and influences, for higher education institutions; E-marketing (particularly effective website design) for destination marketing organizations and tourism regions in Canada and the U.S.

Donna had extensive experience as an entrepreneur and consultant in marketing, tourism, and e-commerce prior to pursuing doctoral studies. Following her residency at McGill University, she joined the Faculty of Business at the University of New Brunswick (Saint John campus). She then joined the F.C. Manning School of Business at Acadia as Assistant Professor of Marketing.

Donna continues to pursue her PhD studies in consumer behaviour with an emphasis on hedonic consumption. Her dissertation is entitled, “Defining, Describing and Testing a Typology for Differentiated Pleasure.” She was awarded the title of Doctoral Fellow for the Society for Marketing Advances (SMA) in November 2006 (Nashville, TN) and 2007 (San Antonio, TX). In addition to her dissertation research, her interests include marketing – particularly brand equity – of higher education institutions, effective e-marketing strategies for destination marketing organizations, and other aspects of tourism and services marketing. She regularly serves as a reviewer for both regional and international business and marketing conferences.

In addition to her teaching interests, Donna is Equine Canada (national governing body for equestrian sport) certified as a Level 1 Coach (Western) and Instructor (English) for those interested in horseback riding. She rides and competes locally and regionally in the sport of Dressage.