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Donna Hoffman

Professor of Marketing

Louis Rosenfeld Distinguished Scholar

Co-Director, The Center for the Connected Consumer

  • Department: Marketing
  • Email:
  • Phone: (202) 994-3137
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  • Office: Funger Hall, Suite 304 • 2201 G St NW • Washington, DC 20052
View Curriculum Vitae
  • AB, University of California at Davis
  • MA, University of North Carolina at Chapel Hill
  • PhD, University of North Carolina at Chapel Hill


Donna L. Hoffman is the Louis Rosenfeld Distinguished Professor of Marketing and Co-Director of the Center for the Connected Consumer at The George Washington School of Business in Washington, D.C. Professor Hoffman is an internationally recognized academic expert and sought after industry speaker in the areas of online consumer experience and digital marketing trends and has worked with major corporations on the topic of digital marketing strategy, including Procter & Gamble, Intel, Microsoft,, Land’s End/Sears,, and many others. She has served as an Academic Trustee of the Marketing Science Institute and as a member of the Procter & Gamble Digital Advisory Board.

Professor Hoffman’s current research is focused on consumer experience in the Internet of Things and the kinds of consumer-object relationships that emerge when consumers and smart objects interact. Professor Hoffman’s work has been published in many of the field’s top journals including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Marketing Science, Management Science, Journal of Consumer Psychology, and Science. Professor Hoffman’s work enjoys wide impact: she has over 23,000 Google Scholar citations and an H-index of 38. 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 and was a finalist for the Paul D. Converse Award, for her lasting contributions to the marketing field. Her research has been funded by the Alfred P. Sloan Foundation, the National Science Foundation and the Marketing Science Institute.

Donna serves on the editorial boards of Journal of Consumer Psychology, Journal of Marketing Research, Journal of Marketing, and reviews regularly for the Journal of Consumer Research. She has also guest edited special issues for Marketing Science, Information Systems Research and Journal of Interactive Marketing. She received her Ph.D. from the L.L. Thurstone Psychometric Laboratory at the UNC-Chapel Hill and was named a Distinguished Graduate Alumnus of UNC in 2002.



Selected Publications

  1. Hoffman, D.L., T.P. Novak and H. Kang, (in press) “Let’s Get Closer: How Regulatory Fit Drives Feelings of Connectedness in Social Media,” Journal of the Association for Consumer Research, issue on “The Consumer in a Connected World.”
  2. White, T., T. P, Novak and D. L. Hoffman (2014), “No Strings Attached: When Giving It Away Versus Making Them Pay Leads to Negative Net Benefit Perceptions in Consumer-Retailer Exchanges,” Journal of Interactive Marketing, 28 (August), 184-195.
  3. Yadav, Manjit S, Kristine De Valck, Thorsten Hennig-Thurau, D.L. Hoffman and Martin Spann (2013), “Social Commerce: A Contingency Framework for Assessing Marketing Potential,” Journal of Interactive Marketing, 27 (November), 311-323.
  4. 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.
  5. Hoffman, D. L. (2011), “Web 2.0 for B2Bs: Strategic Brief,” European Business Review, November-December, 72-73.
  6. 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. (Invited article to commemorate the 50th Anniversary of the Marketing Science Institute.)
  7. Hoffman, D.L. and M. Fodor (2010), “Can You Measure the ROI of Your Social Media Marketing?” Sloan Management Review, 52(1), Fall, 41-49.
  8. 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). Honorable Mention: 2011 Robert D. Buzzell MSI Best Paper Award for significant contribution to marketing practice and thought.
  9. Hoffman, D.L. (2009), “Managing Beyond Web 2.0,” McKinsey Quarterly, July.
  10. 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. Most cited article during the period 2007-2011.
  11. 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.
  12. Neslin, S., Novak, T., Baker, K., Hoffman, D. (2009), “An Optimal Contact Model for Maximizing Online Panel Response Rates,” Management Science, 55(5), May, 727-737.
  13. Hoffman, Donna L., Thomas P. Novak, and Alladi Venkatesh (2004), “Has the Internet Become Indispensable?” Communications of the ACM, 47(7), July, 37-42.
  14. 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).
  15. 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.
  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.
  17. 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.
  18. 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)
  19. 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)
  20. Hoffman, D. L. (2000), “The Revolution Will Not Be Televised,” Editorial, Marketing Science, Winter, 19(1), 1-3. (Editorial)
  21. Hoffman, D.L. and T.P. Novak (2000), “How to Acquire Customers on the Web,” May/June, Harvard Business Review, 179-188.
  22. 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), 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.
  23. 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.
  24. 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.
  25. 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.
  26. 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”).
  27. Hoffman, D.L. and T.P. Novak (1998), “Bridging the Racial Divide on the Internet,” Science, Volume 280, 390-391, April 17.
  28. 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. Russian translation reprinted as a chapter in Research on the Internet, Humanitarian and Social Aspects, A. Voiskounsky, ed.
  29. 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. German translation reprinted in THEXIS, special issue on “Online Marketing,” (1997), Jan., 39-43.
  30. 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.
  31. Hoffman, D.L. and T.P. Novak (1996), “Perspectives: The Future of Interactive Marketing,” Harvard Business Review, 74 (November-December), 161.
  32. Hoffman, D.L. and T.P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60 (July), 50-68. Winner of the 2005 AMA Sheth Foundation/Journal of Marketing Award for long-term contributions to the marketing discipline. Reprinted in: Marketing Communication Classics, (2000), Maureen FitzGerald and David Arnott, eds. London:  Business Press, pp. 261-290.
  33. 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. Reprinted in: Electronic Commerce: Profiting from Business On-line, (1996) Layna Fischer, ed., Lighthouse Point FL: Future Strategies Inc., Book Division, pp. 107-136. Reprinted in: Readings in Electronic Commerce (1996), Ravi Kalakota and Andrew Whinston, eds., Reading, MA: Addison-Wesley, pp. 29-53. Reprinted in: Web Marketing Insider (1996).
  34. 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.
  35. Hoffman, D.L. & de Leeuw, J. (1992) Interpreting Multiple Correspondence Analysis as an MDS Method. Marketing Letters, 3(3).
  36. 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.
  37. Hoffman, D.L. & Batra, R. (1991) Viewer Response to Programs: Dimensionality and  Concurrent Behavior. Journal of Advertising Research, (August-September), 31(4), 46-56.
  38. Novak, T.P & Hoffman, D.L. (1990). esidual scaling: An alternative to correspondence analysis for the graphical representation of residuals from log-linear models. Multivariate Behavioral Research, 25(July), 351-370.
  39. 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.
  40. 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.
  41. 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. 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)
  42. 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.
  43. Hoffman, D.L. (1985). An argument for qualitative ratings. Television Quarterly, 21(4), 39-44.