School of Business

rss twitter LinkedIn Facebook YouTube Blogs

Thomas Novak

Thomas Novak

Title: Denit Trust Distinguished Scholar & Professor of Marketing

Department: Marketing

Address: Funger Hall, Suite 305

Phone: (202) 994-8042



Degrees: Ph.D. in Quantitative Psychology with Minor in Marketing, University of North Carolina at Chapel Hill

Ph.D. in Quantitative Psychology, University of North Carolina at Chapel Hill

A.B. in Psychology, Oberlin College

Area of Expertise: Consumer Behavior in Online Environments and Digital Marketing

Selected Publications:

Hoffman, D.L. and T.P. Novak (2012), "Toward a Deeper Understanding of Social Media," Journal of Interactive Marketing. (Editorial, Co-Editor, Special Issue on "Social Media"), 26(May), 69-70.

Giebelhausen, M. and T.P. Novak (2012), "Web Advertising: Sexual Content on eBay," Journal of Business Research, 65(June) 840-842.

Hoffman, D.L. and Novak. T.P (2011), "Marketing Communication in a Digital Era," Marketing Management, Fall, 20(3), 37-42, American Marketing Association. Cover article.

Hoffman, D., Kopalle, P., Novak, T. (2010) The "Right" Consumers for Better Concepts: Identifying Consumers High in Emergent Nature to Develop New Product Concepts," Journal of Marketing Research, 47 (October).

Novak, Thomas P. (2010), "eLab City: A Platform for Academic Research on Virtual Worlds," Journal of Virtual Worlds Research.

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 (May), 727-737.

Hoffman, D.L., Novak, T.P. (2009), "Flow Online: Lessons Learned and Future Prospects," Journal of Interactive Marketing, 23(1), February, Anniversary Issue, 23-34.

Novak, T.P., Hoffman, D.L. (2009), "The Fit of Thinking Style and Situation: New Measures of Situation-Specific Experiential and Rational Cognition," Journal of Consumer Research, 36(1), December, 56-72

Hoffman, Donna and Thomas P. Novak (2005), "A Conceptual Framework for Considering Web-Based Business Models and Potential Revenue Streams" International Journal of Marketing Education, 1(1).

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

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.

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

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.

Professional Activities: Over the past two decades Professor Novak has co-founded and co-directed a series of research centers (Project 2000, eLab, and the Sloan Center for Internet Retailing) with support from the Alfred P. Sloan Foundation, the National Science Foundation, Paul Allen's Interval Research Corporation and 40 other corporate sponsors including, Netscape, Procter & Gamble, and Hershey's.