Donna L. Hoffman


Donna L. Hoffman is the Louis Rosenfeld Distinguished Scholar and Professor of Marketing and Co-Director of the Center for the Connected Consumer at The George Washington School of Business in Washington, D.C. Professor Hoffman is an internationally recognized academic expert and sought-after industry speaker focusing on consumer experience with intelligent devices, services, and systems. She has worked with major corporations on the topics of online consumer behavior and digital marketing strategy, including Procter & Gamble, Intel, Microsoft,, Land’s End/Sears,, and many others. She previously served as an Academic Trustee of the Marketing Science Institute and as a member of the Procter & Gamble Digital Advisory Board.

She co-founded and co-directed the first academic center for electronic commerce in the United States. The New York Times calls her pioneering effort “one of the premiere research centers in the world for the study of electronic commerce” and the Wall Street Journal recognizes the effort as the “electronic commerce pioneer among business schools.”

Professor Hoffman publishes widely on the topics of consumer behavior in online environments and Internet marketing strategy in many of the top academic and managerial journals. Her research has been funded by the Alfred P. Sloan Foundation, the National Science Foundation and the Marketing Science Institute. Professor Hoffman’s work enjoys wide impact: she has over 26,000 Google Scholar citations and an H-index of 40 and has been awarded many of the field’s most prestigious research awards, including being named a Fellow of the Society for Consumer Psychology, Robert B. Clarke Educator of the Year Award from the DMEF, 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 William O’Dell/Journal of Marketing Research Award for long-term research impact and the Robert D. Buzzell Marketing Science Institute Best Paper Award Honorable Mention. She is also an MSI “Challenges of Communications and Branding in a Digital Era” research proposal competition winner and was a finalist for the Paul D. Converse Award, for her lasting contributions to the marketing field.

Her PhD is from the L.L. Thurstone Psychometric Laboratory at the University of North Carolina at Chapel Hill and she was a faculty member at Columbia University, the University of Texas, Vanderbilt University and the University of California before joining George Washington University. She has also served as a visiting professor at UCLA, Stanford, USC and UCSD. She was named a Distinguished Graduate Alumnus of UNC in 2002.

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