Thomas Novak

Thomas Novak
Title:
Professor of Marketing Denit Trust Distinguished Scholar Co-Director, The Center for the Connected Consumer
Office:
Marketing
Address:
Funger Hall
2201 G Street NW
Suite 305
Washington, DC 20052
Phone:
202-994-8042
Email:
novak@gwu.edu
Website:
Curriculum Vitae

Thomas P. Novak is the Denit Trust Distinguished Scholar and Professor of Marketing at The George Washington School of Business in Washington, DC, which he joined in 2013. Professor Novak’s research since 1993 has focused exclusively on consumer behavior in online environments and digital marketing. His current research interests deal with using assemblage theory, anthropomorphism and topological data analysis (TDA) to understand consumer experience in the smart home and the Internet of Things.

Over the past two decades he 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 Walmart.com, Netscape, Procter & Gamble, and Hershey’s.

An internationally recognized academic researcher in Web-based commerce, Novak has published extensively on the subject in top academic journals in a range of scholarly disciplines. His work has had global impact with over 18,000 citations in Google Scholar. He has been awarded numerous prestigious research awards, including 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 Robert D. Buzzell Marketing Science Institute Best Paper Award Honorable Mention. He has won research proposal competitions from the Marketing Science Institute, Google, and the University of Pennsylvania, and was named a finalist for the Paul D. Converse Award, for his lasting contributions to the marketing field.

Prior to joining the faculty at George Washington University, Novak served on the faculties of the University of California, Vanderbilt University, and Southern Methodist University. From 1995 through 1999, he spent summers as a visiting scholar at Paul Allen’s Interval Research Corporation, Palo Alto California, was a visiting scholar at Stanford University in the summers of 1997 and 2000, and was a visiting scholar at the USC Annenberg School for Communication and Journalism in Fall 2010. Prior to joining academia he spent five years at Young & Rubicam, New York.

Novak received his A.B. in Psychology from Oberlin College in 1977 and his M.A. (1980) and Ph.D. (1984, in quantitative psychology with a formal minor in Biostatistics) from the L.L. Thurstone Psychometric Laboratory at the University of North Carolina, Chapel Hill. He was recognized as a University of North Carolina Distinguished Graduate Alumni in 2002.

Academic Honors and Awards

2012 University of Pennsylvania Future of Advertising Center/Wharton Customer Analytics Initiative “Innovative Approaches to Measuring Advertising Effectiveness” Winner for proposal “Crowdsourcing Ad Effectiveness: Can Emergent Segments Produce the Most Effective Online Ads? ($7,500)

2012 Marketing Science Institute Ideas Challenge Winner for proposal “Idea Wars: Developing a Collaborative Research Agenda for the Gamification of Marketing” ($10,000)

2012 Finalist, Paul D. Converse Award for Outstanding Contributions to the Science of Marketing.

2011 National Science Foundation Grant # IIS-1114828, “Motivations, Expectations and Goal Pursuit in Social Media,” Co-PI ($413,756 for two years)

2011 Marketing Science Institute “Challenges of Communications and Branding in a Digital Era” research proposal competition winner ($8,750)

Grants ($3.5 million total funding 1993-2013)

Foundation, Institute and Government Grants (since 2008)
2012. University of Pennsylvania Future of Advertising Center/Wharton Customer Analytics Initiative “Innovative Approaches to Measuring Advertising Effectiveness” Winner for proposal “Crowdsourcing Ad Effectiveness: Can Emergent Segments Produce the Most Effective Online Ads? ($7,500)

2002. Marketing Science Institute Ideas Challenge Winner for proposal “Idea Wars: Developing a Collaborative Research Agenda for the Gamification of Marketing” ($10,000)

2011. National Science Foundation Grant # IIS-1114828, “Motivations, Expectations and Goal Pursuit in Social Media,” Co-PI ($413,756 for two years, 2011-2013).

2011. Marketing Science Institute “Challenges of Communications and Branding in a Digital Era” research proposal competition winner ($8,750)

Corporate Funding ($932,000 Project 2000/eLab; $450,000 Sloan Center for Internet Retailing).

CDnow, Daimler-Chrysler, FedEx, the Freedom Forum, Digeo, Financial Services Technology Consortium, First Horizon, Focalink, Gaylord Entertainment, HotWired Ventures LLC, Hewlett-Packard, Ingram Entertainment, Interval Research Corporation, iVillage, J.C. Bradford, Land’s End/Sears, NCR Knowledge labs, Neomodal, Netscape, Nielsen Media Research, O’Reilly & Associates, Pitney Bowes, Roche-Diagnostics, Rouse Company, SBC, Shop at Home, Sprint, Sterling Commerce, Sun Microsystems, Vulcan Ventures, VF Corporation, Walmart.com, Yankelovich Partners.

Foundation and Government Grant ($565,000)

Alfred P. Sloan Foundation, American Association for Advancement of Science, The Aspen Institute, The Freedom Forum First Amendment Center, Marketing Science Institute, John and Mary R. Markle Foundation, National Science Foundation.

University Grants ($1,075,000)

Vanderbilt University Central Administration, Vanderbilt University Research Council, Vanderbilt University Medical Center.

Corporate Gifts (UCR Sloan Center for Internet Retailing)

Global Market Insite (In-kind 12/2007 ), GSI Commerce ($5,500 12/2007), Procter & Gamble ($5,000 9/2008), Miller Coors ($10,000 9/2008)

  • Consumer experience in the Internet of Things (IoT)
  • Assemblage Theory
  • Topological Data Analysis (TDA) and machine learning for visualization of IoT data
  • Person-object interaction and relationships
  • Self-extension and self-expansion theories
  • Marketing strategy for the IoT
  • Ph.D., University of North Carolina at Chapel Hill (1984)
  • M.A., University of North Carolina at Chapel Hill (1980)
  • A.B., Oberlin College (1977)

Journal Publications

  1. Hoffman, D.L. and T.P. Novak (2018), “Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach,” Journal of Consumer Research, in press.
     
  2. Verhoef, P., Stephen, A., Kannan, P.K., Luo, X., Abhishek, V., Andrews, M., Bart, Y., Datta, H., Fong, N., Hoffman, D., Hu, M., Novak, T., Rand, W., and Zhang, Y. (in press), “Consumer Connectivity in a Complex, Technology-Enabled, and Mobile-Oriented World with Smart Products,” Journal of Interactive Marketing.
     
  3. Hoffman, D.L., T.P. Novak and H. Kang, (2017) “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(2).
     
  4. 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.
     
  5. Labrecque, L., Mathwick, C., vor dem Esche, J., Novak, T.P., and Hofacker, C. (2013), “Consumer Power: Evolution in the Digital Age,” Journal of Interactive Marketing, 27 (November), 257-269.
     
  6. 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.
     
  7. Giebelhausen, M. and T.P. Novak (2012), “Web Advertising:  Sexual Content on eBay,” Journal of Business Research, 65(June) 840-842.
     
  8. 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.)
     
  9. 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).
     
  10. Honorable Mention: 2011 Robert D. Buzzell MSI Best Paper Award for significant contribution to marketing practice and thought.
     
  11. Novak, Thomas P. (2010), "eLab City: A Platform for Academic Research on Virtual Worlds," Journal of Virtual Worlds Research.
     
  12. 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.
     
  13. Hoffman, D.L. and T.P. Novak (2009) “Flow Online: Lessons Learned and Future Prospects,” Journal of Interactive Marketing, 23(1), 23-34.  Most cited article during the period 2007-2011.
     
  14. 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.
     

Papers Under Review and Working Papers

  1. Hoffman, D.L. and T.P. Novak, (2017), “Send “Her” My Love: A Circumplex Model for Understanding Relationship Journeys in Consumer-Smart Object Assemblages, Journal of the Academy of Marketing Science, special issue on Consumer Journeys: Developing Consumer-Based Strategy. Revise and Resubmit. Preparing revision for resubmission. Working paper available at SSRN: https://ssrn.com/abstract=3059093
     
  2. Hoffman, D.L. and T.P. Novak (2016), “How to Market the Smart Home: Focus on Emergent Experience, Not Use Cases,” January 15. Working paper available at: https://ssrn.com/abstract=2840976. Updating for submission. Target: Evaluating potential target journals.
     
  3. Novak, T.P. and D.L. Hoffman (2016), Visualizing Emergent Identity of Assemblages in the Consumer Internet of Things: A Topological Data Analysis Approach,” Working paper available at SSRN, expanding for submission: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2840962
     
  4. Hoffman, D.L. and T.P. Novak, (2015), “Emergent Experience and the Connected Consumer in the Smart Home Assemblage and the Internet of Things,” August 20.  Monograph. 152 pages. Available at SSRN: http://ssrn.com/abstract=2648786
     
  5. Hoffman, D.L. and T.P. Novak (2014), “Online Experience in Social Media: Two Paths to Feeling Close and Connected,” working paper available at: https://ssrn.com/abstract=1990005.
     
  6. Hoffman, D.L. and T.P. Novak (2012), “Why Do People Use Social Media? Empirical Findings and a New Theoretical Framework for Social Media Goal Pursuit,” working paper available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1989586

Recent Research Conference Presentations

  1. Hoffman, D.L. and T.P. Novak (2018),” Mining the Secret Life of Objects: An Object-Oriented Approach to Constructing Representations of Object Experience,” accepted for presentation at the 2018 Society for Consumer Psychology Conference, Dallas, TX, February 15-17.
     
  2. Hoffman, D.L. and T.P. Novak (2018), “The Changing Relationship Between Consumers and Objects in the IoT,” presentation in the invited special session “Doing Observational Research,” presentation at the 2018 Winter American Marketing Association Conference, New Orleans, LA, February 23-25.
     
  3. Hoffman, D.L. and T. P. Novak (2017), “Understanding Object Experience,” paper presented at the 2017 Association for Consumer Research Conference, San Diego, CA, October 26-29.
     
  4. Hoffman, D.L. and T. P. Novak (2017), “Send ‘Her’ My Love: A Circumplex Model for Understanding Relationship Journeys in Consumer-Smart Object Assemblages,” paper presented at the 2017 Association for Consumer Research Conference Special Session: Human-Object Relationships: How Consumers Interact with Analog and Digital Things in Analog and Digital Worlds, October 26-29.
     
  5. Hoffman, D.L. and T.P. Novak (2017), “Consumer-Object Relationship Styles in the Internet of Things, paper presented at the Consumer Culture Theory Conference, Anaheim, CA, July 10-12.
     
  6. Novak, T.P. and D.L. Hoffman (2017), “Visualizing Emergent Identity of Assemblages in the Internet of Things: A Topological Data Analysis Approach,” paper presented at INFORMS Marketing Science Conference, Los Angeles, CA, June 10.
     
  7. Novak, T.P. and D.L. Hoffman (2017), “Visualizing Emergent Identity of Assemblages in the Internet of Things: A Topological Data Analysis Approach,” paper presented at EMAC 2017, Groningen, Netherlands, May 25.
     
  8. Hoffman, D.L. and T.P. Novak (2017), “Consumer-Object Relationship Journeys in the Internet of Things,” paper presented at Though Leaders in Consumer-Based Strategy Conference, Amsterdam, Netherlands, May 19-21.
     
  9. Hoffman, D.L. and T.P. Novak (2017), “How to Market the Consumer IoT: Focus on Experience,” MSI Webinar, March 1.
     
  10. Novak, T.P. (2017), “An Assemblage Theory Framework for Consumer Experience: Implications for Marketplace Collaboration,” paper presented at Invited Special Session, Winter AMA, Orlando, FL, February 18.
     
  11. Novak, T.P. (2017), “Expansion and Extension Experiences,” paper presented at Invited Special Session, Winter AMA, Orlando, FL, February 17.
     
  12. Hoffman, D.L. and T.P. Novak (2016), “A Machine Learning and Data-Driven Visualization Framework for Studying Emergent Experience in the Consumer IoT,” Paper presented at the Mobile + Social: Marketing Big Data Analytics Workshop 10th Triennial Invitational Choice symposium, Lake Louise, Canada, (University of Alberta) May 14-17.
     
  13. Hoffman, D.L. and T.P. Novak (2016), “When Dumb Objects Become Smart, Do Smart Consumers Become Dumb?,” presented at the Invited Perspectives Session, ACR Annual Conference, Berlin, Germany, October 27-30.
     
  14. Hoffman, D.L., T.P. Novak, and H. Kang (2016), “Anthropomorphism from Self-Extension and Self-Expansion: An Assemblage Theory Approach to Interactions Between Consumers and Smart Devices,” presented at the ACR Annual Conference, Berlin, Germany, October 27-30.
     
  15. Novak, T.P. and D.L. Hoffman (2016), “Visualizing Emergent Identity of Assemblages in the Internet of Things: A Topological Data Analysis Approach,” presented at the ACR Annual Conference, Berlin, Germany, October 27-30.
     
  16. Hoffman, D.L. and T.P. Novak (2016), “How to Market the Consumer IoT: Focus on Experience,” presented at the MSI Conference on Marketing in the Consumer Internet of Things, September 30, Washington, DC.  (also conference co-chair)
     
  17. Hoffman, D.L., Novak, T.P. and Kang, H. (2016), “Anthropomorphism from Self-Extension and Self-Expansion Processes: An Assemblage Theory Approach to Interactions between Consumers and Smart Devices,” paper presented at the Society for Consumer Psychology Winter Conference, St. Pete Beach, FL, Feb 25-27.