Tom Novak

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Tom Novak
Tom Novak.png
Institution The George Washington University
Field Center for the Connected Consumer
Alma mater Oberlin College
University of North Carolina

Thomas P. Novak is the Denit Trust Distinguished Scholar and Professor of Marketing at The George Washington University School of Business, where he co-directs the Center for the Connected Consumer [1] and the Connected Consumer Panel. [2] Professor Novak’s research since 1993 has focused exclusively on consumer behavior in online environments and digital marketing. His current research interests deal with consumer motivations for using social media, the impact of the social web on consumer well-being, and post-social media marketing including the gamification of marketing, the Internet of Things, and the connected consumer.


Over the past two decades, Novak and his wife, Donna Hoffman co-founded and co-directed a series of research centers (Project 2000, eLab, the Sloan Center for Internet Retailing, and the Center for the Connected Consumer) 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.

Donna Hoffman American academic administrator

Donna Hoffman is the Louis Rosenfeld Distinguished Scholar and Professor of Marketing at the School of Business at The George Washington University. She is the founder of eLab, an online laboratory for consumer behavior research and the Co-Director of the Center for the Connected Consumer.

Interval Research Corporation was founded in 1992 by Paul Allen and David Liddle. It was a Palo Alto laboratory and technology incubator focusing on consumer product applications and services with a focus on the Internet.


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 14,000 citations in Google Scholar. [3] 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.

Academic career

Prior to joining the faculty at "the George Washington University" in 2013, 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, was a visiting scholar at the USC Annenberg School for Communication and Journalism in Fall 2010, and visited at New York University and Columbia University in the late 1980s. Prior to joining academia he spent five years at Young & Rubicam, New York.

USC Annenberg School for Communication and Journalism schools at USC in Southern California, USA

The USC Annenberg School for Communication and Journalism comprises a School of Communication and a School of Journalism at the University of Southern California (USC). Starting July 2017, the school’s Dean is Willow Bay, succeeding Ernest J. Wilson III. The graduate program in Communications is consistently ranked first according to the QS World University Rankings.

New York University private research university in New York, NY, United States

New York University (NYU) is a private research university based in New York City. Founded in 1831, NYU's historical campus is in Greenwich Village, Lower Manhattan. NYU also has degree-granting campuses in Abu Dhabi and Shanghai, and academic centers in Accra, Berlin, Buenos Aires, Florence, London, Los Angeles, Madrid, Paris, Prague, Sydney, Tel Aviv, and Washington, D.C.

Columbia University Private Ivy League research university in New York City

Columbia University is a private Ivy League research university in New York City. Established in 1754 near the Upper West Side region of Manhattan, Columbia is the oldest institution of higher education in New York and the fifth-oldest institution of higher learning in the United States. It is one of nine colonial colleges founded prior to the Declaration of Independence, seven of which belong to the Ivy League. It has been ranked by numerous major education publications as among the top ten universities in the world.

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.

Oberlin College Private liberal arts college in Oberlin, Ohio, United States

Oberlin College is a private liberal arts college and conservatory of music in Oberlin, Ohio. It is the oldest coeducational liberal arts college in the United States and the second oldest continuously operating coeducational institute of higher learning in the world. The Oberlin Conservatory of Music is the oldest continuously operating conservatory in the United States. In 1835 Oberlin became one of the first colleges in the United States to admit African Americans, and in 1837 the first to admit women. Today, it its known for its progressive student activism.

L. L. Thurstone Psychometric Laboratory is a psychometrics and quantitative psychology laboratory housed within the Department of Psychology and Neuroscience at University of North Carolina at Chapel Hill. It was founded by Louis Leon Thurstone in 1952.

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  1. "Center for the Connected Consumer".
  2. "Connected Consumer Panel".
  3. "Tom Novak's Google Scholar Citations".