Thomas P. Novak is the Denit Trust Distinguished Scholar and Professor of Marketing at The George Washington University School of Business, where he co-directs the Center for the Connected Consumer[1] and the Connected Consumer Panel.

[2] Professor Novak’s research since 1993 has focused exclusively on consumer behavior in online environments and digital marketing.

[citation needed] Over the past two decades, Novak and his wife, Donna Hoffman co-founded and co-directed a series of research centers (Project 2000, eLab, the Sloan Center for Internet Retailing, and the Center for the Connected Consumer) with support from the Alfred P. Sloan Foundation, the National Science Foundation, Paul Allen’s Interval Research Corporation and 40 other corporate sponsors including Walmart.com, Netscape, Procter & Gamble, and Hershey’s.

Prior to joining academia he spent five years at Young & Rubicam, New York.

(1980) and Ph.D. (1984, in quantitative psychology with a formal minor in Biostatistics) from the L. L. Thurstone Psychometric Laboratory at the University of North Carolina, Chapel Hill.