Value Flow Centre at Cardiff Met Uni
Dr Paula Kearns was awarded her Doctorate in Business Administration (DBA) in December 2013. Her research focuses on understanding why some adults live and breathe sport and embrace physical activity throughout their lives, whilst to others it has no value or significance all. This thesis represented the first examination of the value construct as it pertains to the consumption of sport and physical activity which contributes a more developed understanding of the consumption values that underpin an active adult's participation. Her research focuses on the possibility that adult participation levels in sport and physical activity could be increased if providers moved beyond the traditional economic view of value (cost-benefit trade-off) and explored the insights gained from adopting an experiential view of value (perceived and desired outcomes). Currently, no specific research exists regarding the consumption values that underpin participation in sport and physical activity and this presents an important gap in the literature, which she intends to fully contribute too.
Chartered Institute of Marketing (CIM) - Associate
"On Your Marks, Get Set, Go!'' The Development of the Sport and Physical Activity Value (S&PAVAL) Model for use in the Leisure Industry.
Kearns, P. & Skinner, H. (2013). Conceptualising customer value in a leisure service setting: value is in the eye of the beholder. Proceedings of the Academy of Marketing Conference, University of Glamorgan, 8th – 11th July 2013.
Kearns, P. & Skinner, H. (2013). The whole idea behind it is to get people away from going to doctors. Proceedings of the WISERD 2013 Annual Conference, University of Glamorgan 25th and 26thJune 2013.
Kearns, P., Williams-Burnett, N. & Skinner, H. (2012). Why don't people do what's good for them? : an examination of the value(s) which affect physical activity, Proceedings of the Policy & Politics Conference 2012, University of Bristol, School for Policy Studies, 18th September 2012.
Kearns, P., Williams-Burnett, N. & Skinner, H. (2012). Towards developing understanding of the drivers, constraints from the consumption values underpinning participation in physical activity, Proceedings of the Academy of Marketing Conference, University of Southampton's School of Management, 2nd – 5th July 2012.
Kearns, P. & Skinner, H. (2012). Value-in-exchange or value-in-use? Empirical insights into consumer perceptions, Emerging Themes in Business Conference, Newport Business School, University of Wales, Newport, 20th March 2012.