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VitaThomas P. NovakPage 7August 2018Journal Publications1. Novak, T.P. and D.L. Hoffman, (in press), “Relationship Journeys in the Internet ofThings: A New Framework for Understanding Interactions Between Consumersand Smart Objects,” Journal of the Academy of Marketing Science, special issue onConsumer Journeys: Developing Consumer-Based Strategy. Accepted August2018. Working paper available at SSRN: https://ssrn.com/abstract 30590932. Hoffman, D.L. and T.P. Novak (in press), “The Path of Emergent Experience in theConsumer IoT: From Early Adoption to Radical Changes in Consumer’ Lives,”GfK Marketing Intelligence Review.3. Hoffman, D.L. and T.P. Novak (2018), “Consumer and Object Experience in theInternet of Things: An Assemblage Theory Approach,” Journal of ConsumerResearch, 44(6), April, 1178-1204. Lead Article.4. 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.(2017), “Consumer Connectivity in a Complex, Technology-Enabled, and MobileOriented World with Smart Products,” Journal of Interactive Marketing, 40(November), 1-8.5. Hoffman, D.L., T.P. Novak and H. Kang, (2017) “Let’s Get Closer: HowRegulatory Fit Drives Feelings of Connectedness in Social Media,” Journal of theAssociation for Consumer Research, issue on “The Consumer in a ConnectedWorld,” 2(2).6. White, T., T. P, Novak and D. L. Hoffman (2014), “No Strings Attached: WhenGiving It Away Versus Making Them Pay Leads to Negative Net BenefitPerceptions in Consumer-Retailer Exchanges,” Journal of Interactive Marketing,28 (August), 184-195.7. Labrecque, L., Mathwick, C., vor dem Esche, J., Novak, T.P., and Hofacker, C.(2013), “Consumer Power: Evolution in the Digital Age,” Journal of InteractiveMarketing, 27 (November), 257-269.8. Hoffman, D.L. and T.P. Novak (2012), “Toward a Deeper Understanding of SocialMedia,” Journal of Interactive Marketing. (Editorial, Co-Editor, Special Issue on“Social Media”), 26(May), 69-70.9. Giebelhausen, M. and T.P. Novak (2012), “Web Advertising: Sexual Content oneBay,” Journal of Business Research, 65(June) 840-842.10. Hoffman, D.L. and Novak. T.P (2011), “Marketing Communication in a DigitalEra,” Marketing Management, Fall, 20(3), 37-42, American MarketingAssociation. Cover article. (Invited article to commemorate the 50th Anniversary

VitaThomas P. NovakPage 8August 2018of the Marketing Science Institute.)11. Hoffman, D., Kopalle, P., Novak, T. (2010) The “Right” Consumers for BetterConcepts: Identifying Consumers High in Emergent Nature to Develop NewProduct Concepts,” Journal of Marketing Research, 47 (October).Honorable Mention: 2011 Robert D. Buzzell MSI Best Paper Award for significantcontribution to marketing practice and thought.12. Novak, Thomas P. (2010), "eLab City: A Platform for Academic Research onVirtual Worlds," Journal of Virtual Worlds Research.13. Neslin, S.A., T.P. Novak, K.R. Baker, and D.L. Hoffman (2009), “An OptimalContact Model for Maximizing Online Panel Response Rates,” ManagementScience, 55 (May), 727-737.14. Hoffman, D.L. and T.P. Novak (2009) “Flow Online: Lessons Learned and FutureProspects,” Journal of Interactive Marketing, 23(1), 23-34. Most cited articleduring the period 2007-2011.15. Novak, T.P. and D.L. Hoffman (2009), “The Fit of Thinking Style and Situation:New Measures of Situation-Specific Experiential and Rational Cognition,” Journalof Consumer Research, 36 (June), 56-72.Hoffman, Donna and Thomas P. Novak (2005), “A Conceptual Framework forConsidering Web-Based Business Models and Potential Revenue Streams,”International Journal of Marketing Education, 1 (1).16. Hoffman, Donna L., Thomas P. Novak, and Alladi Venkatesh (2004), “Has theInternet Become Indispensable?” Communications of the ACM, July, 47(7), 37-42.17. Chatterjee, P., D.L. Hoffman and T.P. Novak (2003), “Modeling the Clickstream:Implications for Web-Based Advertising Efforts,” Marketing Science, 22(4), 520541.18. Novak, T.P., D.L. Hoffman, and A. Duhachek (2003), “The Influence of GoalDirected and Experiential Activities on Online Flow Experiences,” Journal ofConsumer Psychology, 13(1&2), 3-16 (lead article).19. Hoffman, Novak and Schlosser (2003), “Consumer Attitudes Toward SoftwareFilters and Online Content Ratings: A Policy Analysis,” Journal of Public Policyand Marketing, 22(1), 41-57.20. Novak, T.P., D.L. Hoffman, and Y.F. Yung (2000), “Measuring the CustomerExperience in Online Environments: A Structural Modeling Approach,” MarketingScience, Winter, 19(1), 22-44.

VitaThomas P. NovakPage 9August 201821. Hoffman, D.L., T.P. Novak and A. Schlosser (2000), "The Evolution of the DigitalDivide: How Gaps in Internet Access May Impact Electronic Commerce," Journalof Computer-Mediated Communication, n.html.Reprinted in: Hoffman, Donna, Thomas P. Novak and Ann Schlosser (2003), "TheEvolution of the Digital Divide: How Gaps in Internet Access May ImpactElectronic Commerce,” in Charles Steinfield (ed.) New Directions in Research onE-Commerce. Chapter 12, Purdue University Press, 245-292.22. Hoffman, D.L. and T.P. Novak (2000), “How to Acquire Customers on the Web,”May/June, Harvard Business Review, 179-188.23. Hoffman, D.L, T.P. Novak, and M.A. Peralta (1999), “Information Privacy in theMarketspace: Implications for the Commercial Uses of Anonymity on the Web,”The Information Society, Volume 15, Number 2, April-June, 129-140.24. Hoffman, D.L., T.P. Novak, and M.A. Peralta (1999) “Building Consumer TrustOnline,” April, Communications of the ACM, Volume 42, Number 4, April, 80-85.25. Hoffman, D.L. and T.P. Novak (1998), "Bridging the Racial Divide on theInternet," Science, 280 (April 17), 390-391.26. Hoffman, D.L. and T.P. Novak (1998), “Division on the Internet?” Science, 281(August 14), (response to letters regarding “Bridging the Racial Divide on theInternet”).27. Hoffman, D.L. and T.P. Novak (1997), "A New Marketing Paradigm for ElectronicCommerce," 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, 39-43.28. Novak, T.P. and D.L. Hoffman (1997), "New Metrics for New Media: Toward theDevelopment of Web Measurement Standards," World Wide Web Journal, Winter,2(1), 213-246.Russian translation reprinted in: Research on the Internet, Humanitarian and SocialAspects, A. Voiskounsky, ed. 2000.29. Hoffman, D.L. and T.P. Novak (1996), "Marketing in Hypermedia ComputerMediated Environments: Conceptual Foundations," Journal of Marketing, 60(July), 50-68.Winner of the 2005 AMA Sheth Foundation/Journal of Marketing Award for longterm contributions to the marketing discipline.

VitaThomas P. NovakPage 10August 2018Reprinted in: Marketing Communication Classics, (2000), Maureen Fitzgerald andDavid Arnott, eds. London: Business Press, pp. 261-290.30. Hoffman, D.L., W.D. Kalsbeek and T.P. Novak (1996), "Internet and Web Use inthe 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 InteractiveMarketing" Harvard Business Review, 74 (November-December), 161.32. Hoffman, D.L., T.P. Novak, and P. Chatterjee. (1995), "Commercial Scenarios forthe Web: Opportunities and Challenges," Journal of Computer-MediatedCommunication, 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.Readings in Electronic Commerce (1997), Ravi Kalakota and Andrew Whinston,eds., Reading, MA: Addison-Wesley, pp. 29-53.Web Marketing Insider (1996). [www.ideacentral.com/wmi/hoffman1.html]33. Novak, T.P. (1995), "MANOVAMAP: Graphical Representation of MANOVA inMarketing Research," Journal of Marketing Research, 32(3), 357-374.34. Kamakura, W.A., T.P. Novak, J.E.B.M. Steenkamp, & T.M.M. Verhallen (1994),"Identifying Pan-European Value Systems with a Clusterwise Rank-Logit Model,"Recherche et Applications en Marketing, 8(4), 29-55.35. Ben-Akiva, M., M. Bradley, T. Morikawa, J. Benjamin, T. Novak, H. Oppewal, &V. Rao (1994) "Combining Choice Data with Survey Data," Marketing Letters,5(4), 335-350.36. Novak, T.P. (1993), "Log-Linear Trees: Models of Market Structure in BrandSwitching Data," Journal of Marketing Research, 30 (Aug.), 267-287. [lead article]37. Steenkamp, J.E.B.M., T.M.M. Verhallen, J.H. Gouda, W.A. Kamakura, and T.P.Novak (1993), "De Zoektoch naar de Europese Consument: Heilige Graal of hetBegin van een Kansrijke Missie? (The Quest for the Euroconsumer: Holy Grail orthe Beginning of a Fruitful Mission?"), Tijdschrift voor Marketing, 27 (September),17-23.38. Novak, T.P., J. de Leeuw, & B. MacEvoy (1992), "Richness Curves for EvaluatingMarket Segmentation," Journal of Marketing Research, 29 (May), 254-267.

VitaThomas P. NovakPage 11August 201839. Kamakura, W.A. & T.P. Novak (1992), "Value-System Segmentation: Exploringthe Meaning of LOV," Journal of Consumer Research, 19 (June), 119-132.40. Novak, T.P. & B. MacEvoy (1990). "On Comparing Alternative SegmentationSchemes: The List of Values (LOV) and Values and Life Styles (VALS)", Journalof Consumer Research, 17, (June), 105-109.41. Novak, T.P. & Hoffman, D.L. (1990), "Residual Scaling: An Alternative to Correspondence Analysis for the Graphical Representation of Residuals from Log-LinearModels," Multivariate Behavioral Research, 25 (July), 351-370.42. Hoffman, D.L. and T.P. Novak (1988), "A Short SAS Macro for Performing theBasic Equations of Correspondence Analysis," Computer Corner,TrAC, 7(3),93-4.43. Novak, T.P. & Stangor, C. (1987), "Testing Competitive Market Structures: AnApplication of Weighted Least Squares Methodology to Brand Switching Data,"Marketing Science, 6, 1 (Winter), 82-97.Papers Under Review and in Preparation for Submission1. Novak, T.P. and D.L. Hoffman (2018), A Computational Social ScienceFramework for Representing Emergent Consumer Experience.” Target: Journal ofMarketing Research. Working paper available at SSRN, expanding for ?abstract id 2840962Work in Progress1. Hoffman, D.L. and T.P. Novak, “Mining the Secret Life of Objects: An ObjectOriented Approach to Measuring Consumers’ Perceptions of Smart ObjectExperience.”Target: Journal of Consumer Research2. Novak, T.P., Ringel, D and Hoffman, D.L., “Topological Data Analysis: A NewMethod for Visualizing Market Structure of Emerging Technologies.”Target: Marketing Science

VitaThomas P. NovakPage 12August 20183. Giesler, Markus, Hoffman, D.L. and T.P. Novak, “Marketing Strategy for theConsumer Internet of Things: An Assemblage Theory Framework,” conceptualdevelopment in progress.Target: Journal of Marketing4. Novak, T.P. and D.L. Hoffman, “Measuring Self-Extension and Self-Expansion”.Conceptual development in progress.Target: Journal of Consumer ResearchMonographs1. Hoffman, D.L. and T.P. Novak (2015), “Emergent Experience and the ConnectedConsumer in the Smart Home Assemblage and the Internet of Things,” August 20.Monograph. 152 pages. Available at SSRN: http://ssrn.com/abstract 2648786Working Papers and Technical Reports1. Novak, Thomas and Hoffman, Donna L. (2018), “Relationship Journeys in theInternet of Things: A New Framework for Understanding Interactions BetweenConsumers and Smart Objects” (Feb 12), Available atSSRN: https://ssrn.com/abstract 30590932. Hoffman, Donna L. and Novak, Thomas (2016), “Consumer and Object Experiencein the Internet of Things: An Assemblage Theory Approach” (August 21),Available at SSRN: https://ssrn.com/abstract 28409753. Hoffman, D.L. and T.P. Novak (2016), “How to Market the Smart Home: Focus onEmergent Experience, Not Use Cases,” (January 15). Working paper available atSSRN: https://ssrn.com/abstract 2840976.4. Novak, T.P. and D.L. Hoffman (2016), Visualizing Emergent Identity ofAssemblages in the Consumer Internet of Things: A Topological Data AnalysisApproach,” Working paper available at act id 28409625. Hoffman, Donna L. and Novak, Thomas P and Kang, Hyunjin (2016), “Let's GetCloser: Feelings of Connectedness from Using Social Media with Implications forBrand Outcomes” (January 24). Available atSSRN: https://ssrn.com/abstract 2728281

VitaThomas P. NovakPage 13August 20186. Hoffman, Donna L. and Novak, Thomas, Emergent Experience and the ConnectedConsumer in the Smart Home Assemblage and the Internet of Things (August 20,2015). Available at SSRN: https://ssrn.com/abstract 26487867. Hoffman, D.L. and T.P. Novak (2014), “Online Experience in Social Media: TwoPaths to Feeling Close and Connected,” working paper available at:https://ssrn.com/abstract 1990005.8. Hoffman, Donna L. and Novak, Thomas P (2013), The Social Life of Content:How Negative Motivations to Interact with Content-Focused Pursuits Can Lead toPositive Feelings in Social Media (December 23). Available atSSRN: https://ssrn.com/abstract 23714619. Hoffman, D.L. and T.P. Novak (2012), “Why Do People Use Social Media?Empirical Findings and a New Theoretical Framework for Social Media GoalPursuit,” working paper available t id 198958610. Hoffman, Donna L. and Novak, Thomas P (2012), “Why Do People Use SocialMedia? Empirical Findings and a New Theoretical Framework for Social MediaGoal Pursuit” (January 17). Available at SSRN: https://ssrn.com/abstract 198958611. Hoffman, Donna L. and Novak, Thomas P (2012), “Online Experience in SocialMedia: Two Paths to Feeling Close and Connected (March, 2013),” Available atSSRN: https://ssrn.com/abstract 199000512. Hoffman, Donna L. and Novak, Thomas P and Stein, Randy (2012), “FlourishingIndependents or Languishing Interdependents: Two Paths from Self-Construal toIdentification with Social Media” (January 22). Available atSSRN: https://ssrn.com/abstract 199058413. Massara, F., and T.P. Novak (2011), “The Role of Context and Content onRecognition Accuracy: Differences Between Virtual Worlds and Traditional WebEnvironments,” Marketing Science Institute Working Paper, August 2011.14. Novak, T.P. (1980), "The Use of Log-Linear Models to Examine the Interaction ofRace and Distractor Selection in a Multiple Choice Test." Master's thesis,University of North Carolina at Chapel Hill.15. Wisenbaker, J., West, D. & Novak, T.P. (1981), "Impact of the ESEA Title IMigrant Education Program on the Reading and Mathematics Achievement ofParticipating Students in the Second, Fourth, and Sixth Grades: Final TechnicalReport." Research Triangle Institute.16. Burkheimer, G. & Novak, T.P. (1981), "A Capsule Description of Young AdultsSeven and One-Half Years After High School." (National Center for Education

VitaThomas P. NovakPage 14August 2018Statistics Sponsored Report Series) Washington, D.C.: U.S. Government PrintingOffice.17. Novak, T.P. & Udry, J.R. (1983), "Skin Color and Quality of Life in Egypt andThailand."18. Novak, T.P. (1984), "Graphical Representations of Effects in the MultivariateAnalysis of Variance." Doctoral dissertation, University of North Carolina atChapel Hill.19. Novak, T.P. (1986), "The Use of the Search Space' to Represent Chaining inSingle and Complete Linkage Hierarchical Cluster Analysis."20. Novak, T.P. & G.G. Koch. (1988), "Log-Linear Analysis of Brand SwitchingMatrices"21. Novak, T.P. (1989), "Comparing Market Segmentation Schemes on MultipleBehavioral Criterion Variables," Columbia University, Research Working PaperNo. AV-89-12.22. Novak, T.P. (1990), "A Framework for Consideration Set Formation."23. Novak, T.P. (1991), "Factorial Tree Models of Brand Switching Data" (to beincluded in the MSI Report on the "car challenge" prepared by Andrew Ehrenbergand Richard Colombo).24. Hoffman, D.L. and T.P. Novak (1995), "A Detailed Critique of the TIME Article:"On a Screen Near You: Cyberporn (DeWitt, 7/3/95)," July 1.[www2000.ogsm.vanderbilt.edu/dewitt.cgi]25. Hoffman, D.L. and T.P. Novak (1995), 'A Detailed Analysis of the Conceptual,Logical and Methodological Flaws in the Article: "Marketing Pornography on theInformation Superhighway," July 2. (20,500 accesses as of October 29, 1996)[www2000.ogsm.vanderbilt.edu/rimm.cgi]26. Hoffman, D.L. and T.P. Novak (1995), "The CommerceNet/Nielsen InternetDemographics Survey: Is It Representative?" December ns.html]27. Kamakura, W.A. and T.P. Novak (1996), "Hazard Models for the Impact ofConsumer and Marketing Variables on Smoking Onset and Cessation," workingpaper prepared for the Marketing Science Institute, March.28. Hoffman, D.L., W.D Kalsbeek, and T.P. Novak (1996), "Internet Use in the UnitedStates: 1995 Baseline Estimates and Preliminary Market Segments, ternet.estimates.html]

VitaThomas P. NovakPage 15August 2018Edited Books1. Hoffman, D.L. and T.P. Novak, eds. (2005), “Beyond the Basics: Research-BasedRules for Internet Retailing Advantage,” eLab Press, Vanderbilt University.Refereed Chapters in Books1. Hoffman, D.L., T.P. Novak, and Y. Li (2015), “Online Consumer Behavior,” InMansell, R. and Ang, P-H (Eds), The International Encyclopedia of DigitalCommunication and Society, Wiley-Blackwell-ICA Encyclopedias ofCommunication. Malden and Oxford: Wiley.2. Hoffman, D.L., Novak, TP., Stein. R (2013), “The Digital Consumer,” in TheRoutledge Companion to Digital Consumption, Russell Belk and Rosa Llamas,Eds., Routledge, December.3. Hoffman, D.L. and T.P. Novak (2012), “Social Media Strategy,” in Handbook onMarketing Strategy, eds., Venkatesh Shankar and Gregory S. Carpenter, EdwardElgar Publishing, Ltd., 198-216.4. Novak, Thomas P. (2012), "Quality of Virtual Life (QOVL)" in TransformativeConsumer Research for Personal and Collective Well Being, Mick, D., Pettigrew,S., Pechmann C., and Ozanne, J. eds, New York: Taylor and Francis, 226-246.5. Hoffman, D.L. and T.P. Novak (2003), 'A Detailed Analysis of the Conceptual,Logical and Methodological Flaws in the Article: "Marketing Pornography on theInformation Superhighway," in Cyberspace Crime, D.S. Wall, ed., AshgatePublishing Limited.6. Hoffman, D.L. and T.P. Novak (2000), “The Growing Digital Divide: Implicationsfor an Open Research Agenda,” in “Understanding the Digital Economy: Data,Tools and Research,” B. Kahin and E. Brynjolffson, eds. Cambridge: MIT Press.(editorial review)7. Novak, T.P. and D.L. Hoffman (2000) “Advertising and Pricing Models for theWeb,” in Internet Publishing and Beyond: The Economics of Digital Informationand Intellectual Property, Deborah Hurley, Brian Kahin and Hal Varian, eds.Cambridge: MIT Press (editorial review).8. Novak, T.P., D.L. Hoffman, and A. Venkatesh (1998), “Diversity On The Internet:The Relationship Of Race To Access And Usage,” In Investing in Diversity:Advancing Opportunities for Minorities and the Media, Amy Garmer, Ed.Washington, D.C., The Aspen Institute.

VitaThomas P. NovakPage 16August 2018Letters, Comments and Reviews1. Hoffman, D.L. and T.P. Novak (2013), “How the Digital Future KilledAdvertising,” Wharton Future of Advertising Project.2. Hoffman, D.L., Novak, T.P. & M. Peralta (1999), “Con Game?” InformationImpact Magazine, April 1999.3. Hoffman, D.L. & Novak, T.P. (1998), “Trustbuilders vs. Trustbusters,” TheIndustry Standard, May 114. Hoffman, D.L. & Novak, T.P. (1997), "Pushing Passive Eyeballs," Wired, 5.3,March.5. Hoffman, D.L. & Novak, T.P. (1995), "Panning for Business Models in a DigitalGold Rush," HotWired, April 22.6. Hoffman, D.L. & Novak, T.P, (1994), "Commercializing the Information SuperHighway: Are We In for a Smooth Ride?" The Owen Manager, 15(2), 2-77. Hoffman, D.L. & Novak, T.P. (1994), "How Big is the Internet, HotWired, Aug.18.8. Hoffman, D.L. & Novak, T.P. (1994), "Wanted: Net.census," Wired, 2.11,November.9. Hoffman, D.L. & Novak, T.P. (1994), "The Challenges of Ele

UCLA 1989 Visiting Assistant Professor, Anderson Graduate School of Mgt. . 1988-1989 Visiting Assistant Professor of Marketing Professional Experience Interval Research Corporation, Palo Alto, CA 1995-1999 Visiting Scholar (summer) Young & Rubicam, New York 1983-1988 Associate Research Director . End-User Opt-In Initiative. 2005 Sheth .