Thomas P. Novak and Donna L. Hoffman, The George Washington University free-access link to article and web appendix Abstract We examine consumers’ interactions with smart
How to Acquire Customers on the Web
Hoffman, Donna L. and Thomas P. Novak (2000), “How to Acquire Customers on the Web,” May/June, Harvard Business Review, 78 (3), 179-188.
How Technology is changing the consumer experience
The National Law Review recently asked me five questions about the impact of AI on consumer experience.
Consumers and the Internet of Things
We just finished editing an issue of the GfK Marketing Intelligence Review on consumers and the IoT. This issue features accessible, relevant insights from top
A Computational Social Science Framework for Learning and Visualizing the Latent Language of Structured IoT Interaction Data
The Internet of Things (IoT), comprised of billions of smart devices representing trillions of interactions, has the potential to generate entirely new consumer experiences. In
Relationship Journeys in the Internet of Things: A New Framework for Understanding Interactions Between Consumers and Smart Objects
Abstract Consumers’ interactions with smart objects have a relational nature and extensive research has supported the “relationship metaphor” as a fruitful way to understand consumer