Papers by Donna L Hoffman
Harvard Business Review, 2000
Customer acquisition is one of the biggest chailenges facing on-line companies today. Success req... more Customer acquisition is one of the biggest chailenges facing on-line companies today. Success requires a fresh approach to managing the marketing mix.
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For smart home adoption to expand beyond the niche segments of technologically sophisticated upsc... more For smart home adoption to expand beyond the niche segments of technologically sophisticated upscale consumers and technology-focused DIYers, marketers must do a better job of understanding the inherent value the smart home offers. Current marketing approaches are fragmented and focus on individual devices and single use cases. Most companies are wondering which combination of entry points - appliance and home entertainment control, energy management, pet monitoring, property protection, safety and security - make the most sense. But, the mass market is not buying a platform or devices controlled by an algorithm, they are buying an experience. The key to smart home marketing is to view the smart home as a complex dynamic system, an assemblage with new capacities from ongoing interactions among devices and consumers, from which new experiences emerge. Marketers must focus on communicating the value proposition inherent in experience; current approaches may actually be underselling the smart home. We discuss the value of our framework and offer eight actionable insights derived from our research that can guide marketer action in the early stages of adoption and usage of consumer Internet of Things devices that comprise the smart home.
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The consumer Internet of Things (IoT) has the potential to revolutionize consumer experience. Bec... more The consumer Internet of Things (IoT) has the potential to revolutionize consumer experience. Because consumers can actively interact with smart objects, the traditional, human-centric conceptualization of consumer experience as consumers’ internal subjective responses to branded objects may not be sufficient to conceptualize consumer experience in the IoT. Smart objects possess their own point of view and their own experience in interactions with the consumer and with each other. We develop a conceptual framework based on assemblage theory and object-oriented ontology that details how consumer experience and object experience emerge in the IoT emerge. We anchor our conceptualization in the context of smart home assemblages and introduce the idea that consumer experience, through its emergent properties and capacities, has two broad facets: extension experience and expansion experience. We develop a parallel conceptualization of the construct of object experience, arguing that it can be perceived by consumers through the mechanism of anthropomorphism. Interaction of consumer and object experiences lead to the emergence of relationship styles defined by combinations of agentic and communal orientations that consumers and objects express during interaction. Our framework extends considerations of consumer behavior to objects and has implications for studying emergence from interaction in the face of dynamic change.
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Since the commercialization of the Internet began over twenty years ago, we have been fascinated ... more Since the commercialization of the Internet began over twenty years ago, we have been fascinated with the opportunities that computer-mediated environments present for human interaction. As a result, we have spent the last few decades researching the marketing and consumer behavior impact of consumers’ interactions in digital environments.
Now, as the consumer Internet of Things emerges, we find ourselves with renewed excitement as we consider the opportunities for consumer interaction in physical environments with objects that have brought the Internet with them into the real world. Just as the Internet was revolutionary because it enabled many-to-many communication through connected digital networks at unprecedented scale, the IoT is a revolutionary advance that brings the digital into the physical realm. Now, interaction is distributed not just virtually “on the Internet,” but also everywhere in the real world where people actually live, work and play.
What awaits us as we are able to interact with smart objects in our everyday lives, and these objects are able to interact with each other, often autonomously? What are the implications for human interaction and for consumer experience? Will new marketing approaches be required? In the course of thinking about these kinds of questions over the past few years, we realized we needed a new framework to help our thinking jell. We found that framework in assemblage theory. The smart home assemblage serves as the context for our theorizing, but we believe our approach generalizes to any consumer IoT assemblage.
In the monograph linked above, we present an assemblage-theory based conceptual framework and its implications for consumer experience in the smart home. In 8 sections, we discuss the evolution of the Internet and the emergence of the consumer IoT, offer a lay version of assemblage theory, develop our framework and discuss the implications of our framework for research in UX, consumer experience, and marketing strategy. The last two sections offer some early practical insights derived from our theory and some perspective on where things might be going.
Because the pace of change is rapid, we wanted to put this material on the Web as early as possible for comment and feedback. The monograph remains a work in progress. We are developing several papers based on these ideas for submission to academic journals and look forward to hearing from others working in this compelling new area.
Donna Hoffman & Tom Novak
Washington, DC
V1.0, August 20, 2015
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Abstract: How does self-construal, well-established as a construct that defines social behavior, ... more Abstract: How does self-construal, well-established as a construct that defines social behavior, shape interactions with social media applications? Using a recently proposed approach to the estimation of conditional indirect effects, we demonstrate how peoples' self-construal predicts identification with the groups they interact with when using social media (ISM).
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CrossRef is an independent membership association, founded and directed by publishers. CrossRef's... more CrossRef is an independent membership association, founded and directed by publishers. CrossRef's mandate is to connect users to primary research content, by enabling publishers to do collectively what they can't do individually. CrossRef is also the official DOI registration agency for scholarly and professional publications.
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The method of correspondence analysis, applied to a contingency table, provides a graphical repre... more The method of correspondence analysis, applied to a contingency table, provides a graphical representation of departures from the independence model. Generalized correspondence analysis has been proposed as a way of graphically representing departures from models other than independence. However, generalized correspondence analysis does not necessarily decompose a chi-square statistic for departures from non-independence models.
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Papers by Donna L Hoffman
Now, as the consumer Internet of Things emerges, we find ourselves with renewed excitement as we consider the opportunities for consumer interaction in physical environments with objects that have brought the Internet with them into the real world. Just as the Internet was revolutionary because it enabled many-to-many communication through connected digital networks at unprecedented scale, the IoT is a revolutionary advance that brings the digital into the physical realm. Now, interaction is distributed not just virtually “on the Internet,” but also everywhere in the real world where people actually live, work and play.
What awaits us as we are able to interact with smart objects in our everyday lives, and these objects are able to interact with each other, often autonomously? What are the implications for human interaction and for consumer experience? Will new marketing approaches be required? In the course of thinking about these kinds of questions over the past few years, we realized we needed a new framework to help our thinking jell. We found that framework in assemblage theory. The smart home assemblage serves as the context for our theorizing, but we believe our approach generalizes to any consumer IoT assemblage.
In the monograph linked above, we present an assemblage-theory based conceptual framework and its implications for consumer experience in the smart home. In 8 sections, we discuss the evolution of the Internet and the emergence of the consumer IoT, offer a lay version of assemblage theory, develop our framework and discuss the implications of our framework for research in UX, consumer experience, and marketing strategy. The last two sections offer some early practical insights derived from our theory and some perspective on where things might be going.
Because the pace of change is rapid, we wanted to put this material on the Web as early as possible for comment and feedback. The monograph remains a work in progress. We are developing several papers based on these ideas for submission to academic journals and look forward to hearing from others working in this compelling new area.
Donna Hoffman & Tom Novak
Washington, DC
V1.0, August 20, 2015
Now, as the consumer Internet of Things emerges, we find ourselves with renewed excitement as we consider the opportunities for consumer interaction in physical environments with objects that have brought the Internet with them into the real world. Just as the Internet was revolutionary because it enabled many-to-many communication through connected digital networks at unprecedented scale, the IoT is a revolutionary advance that brings the digital into the physical realm. Now, interaction is distributed not just virtually “on the Internet,” but also everywhere in the real world where people actually live, work and play.
What awaits us as we are able to interact with smart objects in our everyday lives, and these objects are able to interact with each other, often autonomously? What are the implications for human interaction and for consumer experience? Will new marketing approaches be required? In the course of thinking about these kinds of questions over the past few years, we realized we needed a new framework to help our thinking jell. We found that framework in assemblage theory. The smart home assemblage serves as the context for our theorizing, but we believe our approach generalizes to any consumer IoT assemblage.
In the monograph linked above, we present an assemblage-theory based conceptual framework and its implications for consumer experience in the smart home. In 8 sections, we discuss the evolution of the Internet and the emergence of the consumer IoT, offer a lay version of assemblage theory, develop our framework and discuss the implications of our framework for research in UX, consumer experience, and marketing strategy. The last two sections offer some early practical insights derived from our theory and some perspective on where things might be going.
Because the pace of change is rapid, we wanted to put this material on the Web as early as possible for comment and feedback. The monograph remains a work in progress. We are developing several papers based on these ideas for submission to academic journals and look forward to hearing from others working in this compelling new area.
Donna Hoffman & Tom Novak
Washington, DC
V1.0, August 20, 2015