Donna Hoffman

Chair, Professor of Management & Marketing
Co-Director, Sloan Center for Internet Retailing
(951) 827-4848 (Voice)
(951) 827-3970 (Fax)
Anderson Hall 250
Email: donna.hoffman@ucr.edu

BIOGRAPHICAL INFORMATION:

Donna L. Hoffman, an internationally recognized expert in digital commerce and Internet marketing, is the Chancellor’s Chair, 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. The UCR Sloan Center is the world’s leading university research center dedicated to improving the effectiveness of Internet marketing efforts through the behavioral and quantitative study of online consumer behavior. Hoffman is also the co-founder of eLab, an internationally recognized, award-winning research lab for fielding online experiments and surveys regarding the Internet. The New York Times calls this 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’s award-winning research efforts focus mainly on consumer behavior in online environments and Internet marketing strategy. She has published widely in the top academic marketing and management journals and works with major corporations on the topic of digital strategy. Professor Hoffman has been awarded 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 and the William O’Dell/Journal of Marketing Research Award for long-term research impact. She is a member of the National Science Foundation Global Environment for Network Innovations (GENI) End-User Opt-In Initiative.

Hoffman has an A.B. degree from the University of California at Davis, and an M.A. and Ph.D. from the L.L. Thurstone Psychometric Laboratory at the University of North Carolina at Chapel Hill. She was named a Distinguished Graduate Alumnus of UNC in 2002.

View her Curriculum Vitae.

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), http://jcmc.indiana.edu/vol5/issue3/hoffman.html.

Reprinted in: Hoffman, D.L., T.P. Novak and A. Schlosser (2003), "The Evolution of the Digital Divide: How Gaps in Internet Access May Impact Electronic Commerce," New Directions in Research on E-Commerce, Charles Steinfield, Editor, 245-292, Purdue University Press.

Novak, T.P., D.L. Hoffman, and Y.F. Yung (2000), “Measuring the Customer Experience in Online Environments: A Structural Modeling Approach,” Marketing Science, Winter, 19(1), 22-44. (pdf)

Hoffman, D.L., T.P. Novak, and M.A. Peralta (1999) “Building Consumer Trust Online,” April, Communications of the ACM, Volume 42, Number 4, April, 80-85. (pdf)

Hoffman, D.L, T.P. Novak, and M.A. Peralta (1999), “Information Privacy in the Marketspace: Implications for the Commercial Uses of Anonymity on the Web,” The Information Society, Volume 15, Number 2, April-June, 129-140. (pdf)

Hoffman, D.L. and T.P. Novak (1998), “Division on the Internet?” Science, 281 (August 14), 919d (response to letters regarding “Bridging the Racial Divide on the Internet”), http://www.sciencemag.org/cgi/content/full/sci;281/5379/919d?maxtoshow=&HITS=10&hits=10&RESULTFORMAT=&fulltext=hoffman+novak&searchid=1&FIRSTINDEX=0&resourcetype=HWCIT

Hoffman, D.L. and T.P. Novak (1998), "Bridging the Racial Divide on the Internet," Science, Volume 280, 390-391, April 17, http://www.sciencemag.org/cgi/content/full/280/5362/390

Novak, T.P. and D.L. Hoffman (1997), "New Metrics for New Media: Toward the Development of Web Measurement Standards," World Wide Web Journal, Winter, 2(1), 213-246. (pdf)

Russian translation reprinted as a chapter in Research on the Internet: Humanitarian and Social Aspects, A. Voiskounsky, ed.

Hoffman, D.L. and T.P. Novak (1997), "A New Marketing Paradigm for Electronic Commerce," The Information Society, Special Issue on Electronic Commerce, 13 (Jan-Mar.), 43-54. (pdf)

German translation reprinted in THEXIS, special issue on "Online Marketing," (1997), Jan., 39-43.

Hoffman, D.L., W.D. Kalsbeek and T.P. Novak (1996), "Internet and Web Use in the United States: Baselines for Commercial Development," Special Section on "Internet in the Home," Communications of the ACM, 39 (December), 36-46. (pdf)

Hoffman, D.L. and T.P. Novak (1996), “Perspectives: The Future of Interactive Marketing,” Harvard Business Review, 74 (November-December), 161.

Hoffman, D.L. and T.P. Novak (1996), "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations," Journal of Marketing, 60 (July), 50-68. (pdf)

Reprinted in: Marketing Communication Classics, (2000), Maureen FitzGerald and David Arnott, eds. London: Business Press, pp. 261-290.

Hoffman, D.L., T.P. Novak, and P. Chatterjee. (1995), "Commercial Scenarios for the Web: Opportunities and Challenges," Journal of Computer-Mediated Communication, Special Issue on Electronic Commerce, 1(3). Lead article, http://jcmc.indiana.edu/vol1/issue3/hoffman.html

Reprinted in: Electronic Commerce: Profiting from Business On-line, (1996) Layna Fischer, ed., Lighthouse Point FL: Future Strategies Inc., Book Division, pp. 107-136.

Readings in Electronic Commerce (1996), Ravi Kalakota and Andrew Whinston, eds., Reading, MA: Addison-Wesley, pp. 29-53.

Web Marketing Insider (1996).

Hoffman, D.L. & Holbrook, M.J. (1993) The Intellectual Structure of Consumer Research: A Bibliometric Study of Author Co-Citations in the First 15 Years of JCR. Journal of Consumer Research, 19(4), March, 505-517.

Hoffman, D.L. & de Leeuw, J. (1992) Interpreting Multiple Correspondence Analysis as an MDS Method. Marketing Letters, 3(3). (pdf)

Kopalle, P. & Hoffman, D.L. (1992) Generalizing the Sensitivity Conditions in an Overall Index of Product Quality. Journal of Consumer Research, 18 (4), March, 530-535. (pdf)

Hoffman, D.L. & Batra, R. (1991) Viewer Response to Programs: Dimensionality and Concurrent Behavior. Journal of Advertising Research, (August-September), 31(4), 46-56.

Novak, T.P & Hoffman, D.L. (1990). Residual scaling: An alternative to correspondence analysis for the graphical representation of residuals from log-linear models. Multivariate Behavioral Research, 25(July), 351-370.

Hoffman, D.L. & Novak, T.P. (1988). A short SAS macro for performing the basic equations of correspondence analysis. TRAC, 7(3), Computer Corner, 93-94.

DeSarbo, W. & Hoffman, D.L. (1987). Constructing MDS Joint Spaces From Binary Choice Data: A New Multidimensional Unfolding Model for Marketing Research. Journal of Marketing Research, 24 (February), 40-54. (pdf)

Hoffman, D.L. & Franke, G. (1986). Correspondence Analysis: The Graphical Representation of Categorical Data in Marketing Research. Journal of Marketing Research, 23 (August), 213-227. (pdf)

* Winner of the 1991 William O'Dell Award for long-run contributions to marketing.

Reprinted in Multidimensional Scaling: Concepts and Applications, P. Green, F. Carmone and S. Smith (Eds.), Allyn and Bacon, Inc. (1993)

DeSarbo, W. & Hoffman, D.L. (1986). Simple and Weighted Multidimensional Unfolding Threshold Models for the Spatial Representation of Binary Choice Data. Applied Psychological Measurement, 10(3), 247-264. (pdf)

Hoffman, D.L. (1985). An argument for qualitative ratings. Television Quarterly, 21(4), 39-44.

Edited Books
Hoffman, D.L. and T.P. Novak, Eds. (2005), Beyond the Basics: Research-Based Rules for Internet Retailing Advantage. eLab Press, Vanderbilt University. (pdf)

Refereed Chapters in Books
Hoffman, D.L. and T.P. Novak (2003), 'A Detailed Analysis of the Conceptual, Logical and Methodological Flaws in the Article: "Marketing Pornography on the Information Superhighway," in Cyberspace Crime, D.S. Wall, ed., Ashgate Publishing Limited.

Hoffman, D.L. and T.P. Novak (2000), “The Growing Digital Divide: Implications for an Open Research Agenda,” in “Understanding the Digital Economy: Data, Tools and Research,” B. Kahin and E. Brynjolffson, eds. Cambridge: MIT Press. (editorial review) (pdf)

Novak, T.P. and D.L. Hoffman (2000) “Advertising and Pricing Models for the Web,” in Internet Publishing and Beyond: The Economics of Digital Information and Intellectual Property, Brian Kahin and Hal Varian, eds. Cambridge: MIT Press. (editorial review) (pdf)

Novak, T.P., D.L. Hoffman, and A. Venkatesh (1998), “Diversity On The Internet: The Relationship Of Race To Access And Usage,” In Investing in Diversity: Advancing Opportunities for Minorities and the Media, Amy Garmer, Ed. Washington, D.C., The Aspen Institute. (pdf)

Hoffman, D.L. & Steenkamp, J.B. (1994). "Marketing and Quality," chapter 31 (Noel Capon, ed. Marketing Section). In AMA Management Handbook, Third Edition, Rod Willis (Ed.) American Marketing Association.

Steenkamp, J.B.E.M. & Hoffman, D. (1994). "Price and Advertising as Market Signals for Service Quality." In Service Quality: New Directions in Theory and Practice, Roland T. Rust and Richard L. Oliver (Eds.), Sage Publications.

Hoffman, D.L., de Leeuw, J. , & Arjunji, R.V. (1994). "Multiple Correspondence Analysis," In Advanced Methods of Marketing Research, Richard P. Bagozzi (Ed.), Blackwell.

Hoffman, D.L. & Perreault, W.D., Jr. (1987). The Multidimensional Analysis of Consumer Preference and Perception Data. In Multidimensional Scaling: History, Theory, and Applications, F.W. Young and R. M. Hamer (Eds.), Lawrence Erlbaum Associates, Inc.

Young, F.W., Null, C., Sarle, W., & Hoffman, D.L. (1982). Interactively Ordering the Similarities Among a Large Set of Stimuli. In Proximity and Preference: Problems in the Multidimensional Analysis of Large Data Sets, R.D. Golledge and S.N. Rayner (Eds.), University of Minnesota Press.

Refereed Proceedings
Hoffman, D.L. & Young, F.W. (1982). Quantitative Analysis of Qualitative Data: Applications in Food Preference Research. Food Research and Data Analysis Symposium Proceedings, Oslo, Norway, September.

Hoffman, D.L. & van der Heijden, P.G.M. (1994). Asymmetric Residual Maps for Market Structure Analysis. Proceedings of the Second Annual AMA Advanced Research Techniques Forum, Beaver Creek, Colorado, June 1991.

Published Reviews
Hoffman, D.L. (1991). Review of Four Correspondence Analysis Programs for the IBM PC. American Statistician, 45 (4), November, 305-311.

Hoffman, D.L. (1987). Review of Multivariate Descriptive Statistical Analysis: Correspondence Analysis and Related Techniques for Large Data Matrices (1984) by Lebart, L., Morineau, A. & Warwick, K. Psychometrika, 52(2), 308-309.

Articles in the Popular Media
Hoffman, D.L., Novak, T.P. and M. Peralta (1999), “Con Game?” Information Impact Magazine, April.

Hoffman, D.L. & Novak, T.P. (1998), “TrustBuilders vs. Trustbusters,” The Industry Standard, May 11.

Hoffman, D.L. & Novak, T.P. (1997), "Pushing Passive Eyeballs," Wired, 5.3, March.

Hoffman, D.L. (1996), "Cyberspace to Congress: The Net is Mainstream and It Votes!" MicroTimes, 148, March 4.

Hoffman, D.L. & Novak, T.P. (1995), "Panning for Business Models in a Digital Gold Rush," HotWired, Intelligent Agent Section, April 22.

Hoffman, D.L. & Novak, T.P. (1994), "The Challenges of Electronic Commerce," HotWired (Intelligent Agent Section), December 29. (pdf)

Hoffman, D.L. & Novak, T.P. (1994), "Wanted: Net.census," Wired, 2.11, November. (pdf)

Hoffman, D.L. & Novak, T.P. (1994), "How Big is the Internet, HotWired, Aug. 18. (pdf)

Hoffman, D.L. & Novak, T.P, (1994), "Commercializing the Information Super Highway: Are We In for a Smooth Ride?" The Owen Manager, 15(2), 2-7. (pdf)

Join the
UCR Sloan Center for Internet Retailing

Sign Up!
or Sign In