Donna L. Hoffman

Professor of Marketing,
Louis Rosenfeld Distinguished Scholar,
GW School of Business,
George Washington University

For more information, contact:

  • Vildan Altuglu
  • Ceren Canal Aruoba
  • Ian Hoffman

or any member of our senior staff.


Donna Hoffman is a world-renowned expert in online consumer experience and behavior, including how consumers react to information and disclosures in digital and online settings. Professor Hoffman is also a leading scholar on the impact of artificial intelligence (AI) and the Internet of Things (IoT) on consumer perceptions and behavior. She has extensive experience with survey methods and content analysis.

Professor Hoffman has testified in multiple matters, including in two federal trials. Her testimony in these matters included evaluating and opining on issues relating to online consumer behavior, digital marketing, and the role of internet search in the purchase decision process. Professor Hoffman has also applied her expertise to evaluate allegations of dark patterns in online user interfaces and their influence on user perceptions, decisions, and behavior. Some of her work in these contexts has involved data privacy issues.

Professor Hoffman cofounded and codirects the Center for the Connected Consumer, an academic research center dedicated to understanding consumer experiences with AI and smart devices that are connected to the internet.

Professor Hoffman’s research has appeared in top academic and managerial publications, such as Marketing ScienceManagement Science, the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Research, and the Journal of Consumer Psychology. She currently serves on the editorial boards of leading academic publications in the marketing discipline, as well as serving as an associate editor at the Journal of Marketing. She coedited the book Beyond the Basics: Research-Based Rules for Internet Retailing Advantage and has coauthored numerous book chapters focused on consumer behavior in online environments.

One of the most highly cited scholars in the marketing field, Professor Hoffman has received many prestigious research awards. These include the Society for Consumer Psychology Fellow Award; the Robert B. Clarke Educator of the Year Award from Marketing EDGE (formerly the DMEF); the Sheth Foundation/Journal of Marketing Award for long-term contributions to the marketing discipline; and the William O’Dell/Journal of Marketing Research Award for long-term research impact.

Professor Hoffman has consulted to major corporations on electronic commerce and digital marketing strategy, including, Intel, Lands’ End/Sears, Microsoft, Procter & Gamble, and She also served as a member of the Procter & Gamble Digital Advisory Board.

Professional Affiliations

5 Questions with Donna Hoffman: How Technology Is Changing the Consumer Experience