ACR Perspectives Director (Academic-Industry)

Donna Hoffman, George Washington University School of Business
Donna Hoffman, George Washington University School of Business

Donna L. Hoffman is the Louis Rosenfeld Distinguished Scholar and Professor of Marketing at The George Washington University School of Business and the co-director of the Center for the Connected Consumer ( Her current research interests are focused on facets of consumer experience and object experience in the Internet of Things using an assemblage theory framework and an object-oriented ontology perspective. She uses conceptual, experimental and analytic approaches to understand the kinds of experiences and consumer-object relationships that emerge when consumers and smart objects interact. One particular interest is in how anthropomorphism can serve as a bridge between consumer experience and object experience. She recently started using data-driven discovery approaches for visualization of consumer-device interactions in the IoT and is excited about bringing a consumer behavior perspective to the analysis of IoT sensor data.

Donna’s multidisciplinary work has been published in Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Marketing Science, Journal of Consumer Psychology, and Science, and she has been awarded some of the field’s most prestigious research awards, including the William O’Dell Journal of Marketing Research Award for long-term research impact, 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, and others. Her research has been supported by grants from the Markle Foundation, the Sloan Foundation, the National Science Foundation and the Marketing Science Institute. Donna is active on the editorial boards of Journal of Consumer Psychology, Journal of Marketing Research, Journal of Marketing, and others. She served on Journal of Consumer Research’s editorial board for a number of years and currently reviews regularly for JCR as an ad hoc reviewer. She has also served as guest editor of special issues concerning online consumer behavior for Marketing Science, Information Systems Research and Journal of Interactive Marketing. Donna’s research has also been reported in the popular press including the New York Times, Wall Street Journal, CNN, Time, Fortune, and NPR. Donna has been a faculty member at Columbia, Vanderbilt, University of Texas (Dallas) and University of California (Riverside) and been a visiting professor at UCLA, Stanford, USC, and UCSD.  She received her Ph.D. from the L.L. Thurstone Psychometric Laboratory at the University ofNorth Carolina at Chapel Hill and was named a Distinguished Graduate Alumnus of UNC in 2002.

Donna has been a regular contributor to ACR for many years, is an ardent advocate, and is excited about the opportunity to serve ACR as a Perspective Director. She promises to bring energy and enthusiasm to the role, along with her experience working with industry through her research centers and industry grants, and will bring her unique perspective to the Perspectives position! For ACR, Donna has frequently served as a program committee member, special session organizer, reviewer and presenter. She organized and co-chaired a successful ACR special conference on online consumer behavior and several popular roundtables on online consumer behavior. She recently co-organized an innovative ACR session in the TED style to celebrate the 50th Anniversary of MSI that featured fellow MSI consumer behavior scholars. She just organized a provocative Perspectives Session on "When Dumb Objects Become Smart, Do Smart Consumers Become Dumb?Implications for Consumer Research on the Internet of Things" for the upcoming 2016 ACR Berlin Conference.

Website Url:

Twitter: @profhoff

Phone: 9515431260


Position’s Duties and Responsibilities

The Perspectives Director (Academic-Industry) 
participates in and votes on all matters put to the ACR Board of Directors and attends the annual Board of Directors Meeting held at the North American conference. The Academic-Industry perspectives Director is responsible for representing the academic-industry perspective on the Board. Responsibilities include voting, budgets, recommendations to the Board, and evaluating grants and donations.