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/
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.
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”). (html)
Hoffman, D.L. and T.P. Novak (1998), "Bridging the Racial Divide on the Internet," Science, Volume 280, 390-391, April 17. (html)
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. (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.
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.
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.
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)