BIOGRAPHICAL INFORMATION:

Donna L. Hoffman is the Albert O. Steffey Professor of Marketing and the Co-Director of the Sloan Center for Internet Retailing at the A. Gary Anderson Graduate School of Management at the University of California, Riverside. Professor Hoffman is an internationally recognized academic expert and sought after industry speaker in the areas of social media, online consumer behavior, and digital marketing trends and has worked with major corporations on the topic of digital marketing strategy, including Procter & Gamble, Intel, Microsoft, FedEx.com, Land’s End/Sears, Walmart.com, and many others. She also serves as an Academic Trustee of the Marketing Science Institute.

Professor Hoffman’s research is funded by the Alfred P. Sloan Foundation, the National Science Foundation and the Marketing Science Institute. She has been awarded many of the field’s most prestigious research awards, including the Robert B. Clarke Educator of the Year Award from the DMEF, the Sheth Foundation/Journal of Marketing Award for long-term contributions to the discipline of marketing, the Stellner Distinguished Scholar Award from the University of Illinois, the William O’Dell/Journal of Marketing Research Award for long-term research impact and the Robert D. Buzzell Marketing Science Institute Best Paper Award Honorable Mention. She is also an MSI “Challenges of Communications and Branding in a Digital Era” research proposal competition winner.

She co-founded and co-directs the first academic center for electronic commerce in the United States. The New York Times calls her pioneering effort “one of the premiere research centers in the world for the study of electronic commerce” and the Wall Street Journal recognizes the effort as the “electronic commerce pioneer among business schools.”

Professor Hoffman publishes widely on the topics of consumer behavior in online environments and Internet marketing strategy in many of the top academic and managerial journals. Her Ph.D. is from the L.L. Thurstone Psychometric Laboratory at the University of North Carolina at Chapel Hill and she was a faculty member at Columbia University, the University of Texas and Vanderbilt University before joining the University of California. She has also served as a visiting professor at UCLA, Stanford and USC. She was named a Distinguished Graduate Alumnus of UNC in 2002. More information on Professor Hoffman may be obtained by visiting eLab and the Sloan Center at http://sloan.ucr.edu/           

PUBLICATIONS:

All articles are the sole copyright of the respective publishers. Materials are provided for educational use only. These works may not be reposted without the explicit permission of the copyright holder.
Articles in Press in Refereed Journals
Hoffman, D., Kopalle, P., Novak, T. (in press) Identifying and Using Emergent Consumers in Developing Radical Innovations. Journal of Marketing Research. (pdf).


Articles Published in Refereed Journals
Hoffman, D.L. and T.P. Novak (2009) “Flow Online: Lessons Learned and Future Prospects,” Journal of Interactive Marketing, 23(1), 23-34. (pdf)

Novak, T.P. and D.L. Hoffman (2009), “The Fit of Thinking Style and Situation: New Measures of Situation-Specific Experiential and Rational Cognition,” Journal of Consumer Research, 36 (June), 56-72. (pdf)

Neslin, S.A., T.P. Novak, K.R. Baker, and D.L. Hoffman (2009), “An Optimal Contact Model for Maximizing Online Panel Response Rates,” Management Science 55(5), 727-737. (pdf)

Hoffman, Donna L., Thomas P. Novak, and Alladi Venkatesh (2004), “Has the Internet Become Indispensable?” Communications of the ACM, 47(7), July, 37-42. (pdf)

Hoffman, Donna and Thomas P. Novak (2004), “A Conceptual Framework for Considering Web-Based Business Models and Potential Revenue Streams” International Journal of Marketing Education, 1(1). (pdf)

Chatterjee, P., D.L. Hoffman and T.P. Novak (2003), “Modeling the Clickstream: Implications for Web-Based Advertising Efforts,” Marketing Science, 22(4), 520-541. (pdf)

Hoffman, Donna L., Thomas P. Novak and Ann Schlosser (2003), “Consumer Attitudes Toward Software Filters and Online Content Ratings: A Policy Analysis,” Journal of Public Policy and Marketing, 22(1), 41-57. (pdf)

Novak, Thomas P., Donna L. Hoffman, and Adam Duhachek (2003) “The Influence of Goal-Directed and Experiential Activities on Online Flow Activities,” Journal of Consumer Psychology, 13(1&2), 3-16. Lead article. (pdf)

Straub, Detmar, Donna L. Hoffman, Bruce Weber and Charles Steinfield (2002), “Toward New Metrics for Net-Enhanced Organizations,” Information Systems Research, 13(3), September. (Editorial)

Straub, Detmar, Donna L. Hoffman, Bruce Weber, and Charles Steinfield (2002), “Measuring e-Commerce in Net-Enabled Organizations,” Information Systems Research. 13 (2), June. (Editorial)

Hoffman, D. L. (2000), “The Revolution Will Not Be Televised,” Editorial, Marketing Science, Winter, 19(1), 1-3. (Editorial) (pdf)

Hoffman, D.L. and T.P. Novak (2000), “How to Acquire Customers on the Web,” May/June, Harvard Business Review, 179-188. (pdf)

Hoffman, D.L., T.P. Novak and A. Schlosser (2000), "The Evolution of the Digital Divide: How Gaps in Internet Access May Impact Electronic Commerce," Journal of Computer-Mediated Communication, 5(3). (html)