|Donna Hoffman: CV, completed papers and brief bio
Tom Novak: CV, completed papers and brief bio
CURRENT WORK IN PROGRESS
UCR Sloan Center academic research has direct industry relevance and provides a deeper understanding of today's challenges, yielding powerful recommendations on how business practice can be improved. The UCR Sloan Center provides a window of emerging trends and developments that can help businesses "future-proof" against explosive change. Below you will find current Sloan Center research.
Roles and Goals: Consumer Motivations to Use the Social Web
Hoffman and Novak
This research addresses the question of why consumers use the social web. We develop a typology and scales for measuring social media goals and provide a conceptual framework for how social media goals are influenced by user’s roles, motivations, needs, and individual characteristics.
Are Brand Attitudes Contagious? Consumer Response to Organic Search Trends
Hoffman and Novak
We hypothesize that organic search results, as displayed by Google Insights for Search, not only monitor trends but can influence them. We propose that consumers are influenced by observing such empirically based trends, and infer attitudes of social groups from which these results were drawn. These inferred social attitudes then influence the consumer’s own attitudes as a social contagion effect.
Modeling the Relationship Between Online Search Trends and Brand Attitudes: A Longitudinal Perspective
Hoffman, Novak, and Silva‐Risso
We are interested in the relation of consumer search behavior from Google Insights for Search (GIS) to empirical brand tracking data from traditional market research studies. Which brand tracking metrics predict consumer search trends, and which consumer search trends predict brand tracking metrics? Establishing such relationships allows search trends to be used as an “early warning system” for predicting brand tracking metrics.
Traffic vs. Trust: Does Sexual Content Sell on eBay?
Giebelhausen and Novak
This real‐world exploratory study demonstrates that when coupled with a high feedback score, the inclusion of sexual elements dramatically increases auction traffic. The effect on the dollar value of the winning auction bid, however, appears to be moderated by a number of variables: most notably, the gender of the target audience and the compatibility of the product with advertising featuring sexual elements.
Consumer Research in Virtual World: The Role of Context and Content on Response Accuracy
Massara and Novak
How does response accuracy for a stimulus recognition task involving text vs. image stimuli differ when administered within a virtual world vs. a traditional Web site? How might this impact advertising effectiveness within virtual worlds?
Quality of Virtual Life
Draws upon the social indicators and subjective well being literature to develop a conceptual and measurement framework for the construct of “quality of virtual life” QOVL. Why is QOVL relevant and what contributes to it? How might QOVL impact real‐world quality of life? Avatars as Interviewers in Virtual Worlds (Novak and Godfrey). We begin by replicating, using avatars as intercept interviewers in Second Life, the role of “gaze and touch” interviewing technique and gender found by Hornick and Ellis (Public Opinion Quarterly 1988). We then investigate how a range of other interviewer interpersonal behaviors and characteristics impact survey cooperation rates and response quality in virtual worlds, (pdf).
Modeling the Spatial Clickstream in Second Life
Novak and Trusov
We have collected a database of minute‐by‐minute locations of nearly 30,000 unique avatars who visited the eLab City project in Second Life over a one year period. This dataset will be used to address questions such as how to identify influential users who attract other users, how social groups form over time, and how early experiences impact subsequent visit behavior.
eLab City: Panel, Surveys, and Experiments
Over the past year, we have constructed a survey panel of over 5,000 Second Life users, who have participated in a series of Webbased studies and experiments programmed in Second Life. We discuss recruitment, incentives, problems such as multiple identities, and cooperation rates, contrasting strengths and weaknesses of virtual world research vs. research conducted in traditional online environments. (pdf)
The Influence of Online Word‐of‐Mouth on Consumer Information Processing and Decision Making: Experiments in Virtual Worlds
Pan and Novak
How do price cues, quality labels, and word‐of‐mouth information affect decision making in virtual worlds vs. traditional Web sites? Choice in virtual worlds is examined using a laboratory environment constructed in Second Life.