Donna L. Hoffman
Ph.D. and M.A., quantitative psychology, University of North Carolina
Summary of Experience
Professor Hoffman, a recipient of the O'Dell Award for long-run marketing impact, is an internationally recognized pioneer and scholar of online consumer behavior and Internet marketing. She cofounded the eLab virtual laboratory for online experimental research, which has run multiple studies and developed online panels comprising tens of thousands of individuals from all over the globe. In 2003, Professor Hoffman cofounded the Sloan Center for Internet Retailing, which supports the scholarly study of the Internet retailing customer chain and works closely with major online retailers to apply the center's research to retailers' most pressing business challenges. She has published widely in the top journals in her field and serves on numerous editorial boards; she has also served as special issue editor for Marketing Science and Information Systems Research. In 2003, Professor Hoffman and her research partner, Professor Tom Novak, received two recognitions by ISI Essential Science Indicators for their citation impact in the fields of economics and business.