- College of Business
821 Academic Way
Tallahassee, FL 32306-1110
USA
Charles Hofacker
Florida State University, Marketing, Faculty Member
Research Interests:
Our purpose is to assess how the study of consumer behavior can benefit from the presence of Big Data. We offer a conceptual overview of potential opportunities and changes to the study of consumer behavior that Big Data will likely... more
Our purpose is to assess how the study of consumer behavior can benefit from the presence of Big Data. We offer a conceptual overview of potential opportunities and changes to the study of consumer behavior that Big Data will likely bring. Big Data have the potential to further our understanding of each stage in the consumer decision-making process. While the field has traditionally moved forward using a priori theory followed by experimentation, it now seems that the nature of the feedback loop between theory and results may shift under the weight of Big Data. A new data culture is now represented in marketing practice. The new group advocates inductive data mining and A/B testing rather than human intuition harnessed for deduction. The group brings with it interest in numerous secondary data sources. However, Big Data may be limited by poor quality, unrepresentativeness and volatility, among other problems. Managers who need to understand consumer behavior will need a work force with different skill sets than in the past, such as Big Data consumer analytics.
Research Interests:
ABSTRACT Services marketing research increases in both intensity and relevance as services contribute an increasing share of the world's economy and as firms and their customers increasingly interact through electronic networks.
Abstract This chapter addresses similarities and differences in e-commerce needs for customers in business-to-business (B2B) and business-to-consumer (B2C) marketplaces. We discuss how and why customers are attracted to online buying in... more
Abstract This chapter addresses similarities and differences in e-commerce needs for customers in business-to-business (B2B) and business-to-consumer (B2C) marketplaces. We discuss how and why customers are attracted to online buying in general and to a supplier in particular for each of these types of markets. We further compare the characteristics of customers who choose to buy online with those who prefer to continue with more
Abstract: Recent decades have witnessed an explosion in the quantity of information being produced, which in turn has created vast opportunities for information-based businesses. The time has come for information to be treated as a unique... more
Abstract: Recent decades have witnessed an explosion in the quantity of information being produced, which in turn has created vast opportunities for information-based businesses. The time has come for information to be treated as a unique product along-side goods and services. But is information an intangible good or an imperishable service?
Abstract Managers are more and more interested in social networking sites because they provide opportunities for strengthening relationships with customers as well as site content and service. Using social networking sites effectively,... more
Abstract Managers are more and more interested in social networking sites because they provide opportunities for strengthening relationships with customers as well as site content and service. Using social networking sites effectively, however, depends on understanding both the psychological attributes and social interactions of participants.
Research Interests:
Abstract: Mobile marketing, which involves two-ormulti-way communication and promotion of an offer between a firmand its customers using themobile, a term that refers to themobilemedium, device, channel, or technology, is growing in... more
Abstract: Mobile marketing, which involves two-ormulti-way communication and promotion of an offer between a firmand its customers using themobile, a term that refers to themobilemedium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer's environment through anytime, anywhere mobile devices. Wepropose a conceptual ...
Research Interests:
Abstract This study highlights the importance of correctly specifying, developing and testing the validity of formative versus reflective constructs, because construct validity is necessary for tourism to continue developing as a field.... more
Abstract This study highlights the importance of correctly specifying, developing and testing the validity of formative versus reflective constructs, because construct validity is necessary for tourism to continue developing as a field. Constructs represent unobservable or latent concepts of theoretical interest. The normal procedure is to develop multiple-item or single-item measures for constructs.
This study investigates two design factors of store atmosphere in relation to store image and consumers' expectations of merchandise quality for web-based stores. We address this purpose through the use of the Stimulus–Organism–Response... more
This study investigates two design factors of store atmosphere in relation to store image and consumers' expectations of merchandise quality for web-based stores. We address this purpose through the use of the Stimulus–Organism–Response (S–O–R) model on which five hypotheses were drawn based on research conducted with brick-and-mortar and web-based stores.
Much has been written regarding the influence of parents on the career development of their offspring (see for example, Miller, 1985; Otto & Call, 1985; and Splete & Freeman-George, 1985). After an extensive review of the literature... more
Much has been written regarding the influence of parents on the career development of their offspring (see for example, Miller, 1985; Otto & Call, 1985; and Splete & Freeman-George, 1985). After an extensive review of the literature Leifer and Lesser (1976) concluded that parents are the primary determiners of their offspring's career choices. Several studies can be cited to support Leifer and Lesser's (1976) conclusion.
Abstract Since their introduction in the 1960s, packaged computer programs have freed researchers from much drudgery and painstaking computational labor. Before the distribution of these packages, many meaningful projects could not be... more
Abstract Since their introduction in the 1960s, packaged computer programs have freed researchers from much drudgery and painstaking computational labor. Before the distribution of these packages, many meaningful projects could not be attempted, simply because the data analysis phase would have been too labor intensive. However, the very ease of use of these packages can lead to their abuse.
An important area of employment counseling involves helping women to prepare for careers in traditionally male-dominated fields such as business. One problem that some women face when entering maledominated fields is that career... more
An important area of employment counseling involves helping women to prepare for careers in traditionally male-dominated fields such as business. One problem that some women face when entering maledominated fields is that career expectations are lower than those of their male counterparts. As recently as the late 1980s. research has found that in contrast to men, women reported lower expectations for themselves in comparison with another person for maledominated occupations (Bridges, 1989).
Based on recent identity research, we developed the Multi-Dimensional Identity Scale (MDIS), and the psychometric properties of the MDIS are examined. We report the results of 3 studies used for item generation and analyses and... more
Based on recent identity research, we developed the Multi-Dimensional Identity Scale (MDIS), and the psychometric properties of the MDIS are examined. We report the results of 3 studies used for item generation and analyses and exploratory factor structure analysis (Study 1), confirmatory factor structure analyses (Studies 1, 2, and 3), and construct validity (Study 3).
Sensory overload and split attention result in reduced learning when instructors read slides with bullet points and complex graphs during a lecture. Conversely, slides containing relevant visual elements, when accompanied by instructor... more
Sensory overload and split attention result in reduced learning when instructors read slides with bullet points and complex graphs during a lecture. Conversely, slides containing relevant visual elements, when accompanied by instructor narration, use both the visual and verbal channels of a student's working memory, thus improving the chances of increasing knowledge in long-term memory and assisting the over 40 percent of students who are visual learners.
Abstract Managers are increasingly interested in the social web, as it provides numerous opportunities for strengthening and expanding relationships with customers, but the network processes that lead to these user-based assets are poorly... more
Abstract Managers are increasingly interested in the social web, as it provides numerous opportunities for strengthening and expanding relationships with customers, but the network processes that lead to these user-based assets are poorly understood. In this paper, the authors explore factors influencing use and participation in virtual social networks.
Based on 13 in-depth interviews, this study explores the relationship between business strategy and hotel Internet use. The findings suggest that depending on their business strategy, hotels take different paths in adopting and using the... more
Based on 13 in-depth interviews, this study explores the relationship between business strategy and hotel Internet use. The findings suggest that depending on their business strategy, hotels take different paths in adopting and using the Internet. Similar to previous Miles and Snow findings, Prospectors lead with advance website features while Reactors are at the other end of the continuum with no adoption. The study adds to the limited studies on the Internet in Malaysia and Miles and Snow in hospitality.
Abstract 1. Uses data from The Baseball Encyclopedia (JL Reichler, 1976) to explore the relationship between offense and defense in major league baseball. The following 2 subsets of data from Reichler's book are analyzed: team data from... more
Abstract 1. Uses data from The Baseball Encyclopedia (JL Reichler, 1976) to explore the relationship between offense and defense in major league baseball. The following 2 subsets of data from Reichler's book are analyzed: team data from 1962 to 1975 and yearly data, including number of runs scored in a season, from 1911 to 1975.
The development of virtual technologies discloses two main opportunities for retailers, namely the possibility of complementing their offer through a multi-channel strategy in the marketplace they operate, and of extending their business... more
The development of virtual technologies discloses two main opportunities for retailers, namely the possibility of complementing their offer through a multi-channel strategy in the marketplace they operate, and of extending their business in foreign countries. The online internationalization strategy requires retailers to overcome customers' privacy concern facilitating their information sharing with the firm so as to conclude the online transaction.
Abstract The Web's unique marketing communication capabilities gives entrepreneurs an unprecedented opportunity to compete with firms many times their size. And server log files offer entrepreneurs an unprecedented marketing research... more
Abstract The Web's unique marketing communication capabilities gives entrepreneurs an unprecedented opportunity to compete with firms many times their size. And server log files offer entrepreneurs an unprecedented marketing research tool. A case study of an entrepreneur's Web site introduces server log files and illustrates their academic and practical value.
ABSTRACT: The schedule of games between major league baseball teams can be thought of as a non-orthogonal factorial design with nested factors, unequal sample sizes, and missing cells. Treatment of this design as a least squares problem... more
ABSTRACT: The schedule of games between major league baseball teams can be thought of as a non-orthogonal factorial design with nested factors, unequal sample sizes, and missing cells. Treatment of this design as a least squares problem with every effect estimated simultaneously and tested as if it were the last entered into the model leads to a method for removing extraneous variation from offensive and defensive performance measures.
In many experiments on attitudes, memory, and personality, it is desirable to randomize the stimulus set presented to subjects. One solution to the randomization problem is to have each subject seated at a computer terminal. In... more
In many experiments on attitudes, memory, and personality, it is desirable to randomize the stimulus set presented to subjects. One solution to the randomization problem is to have each subject seated at a computer terminal. In experiments with large numbers of subjects, however, such a strategy becomes impractical. When paper is used for presentation or answer sheets, numerous versions of the sheets may be required, each with its own randomized version of the presentation and response stimuli.
The number of women entering the labor force has increased dramatically over the last two decades (US Department of Commerce, 1989). This increase has led researchers in a variety of fields to focus their attention on how parents balance... more
The number of women entering the labor force has increased dramatically over the last two decades (US Department of Commerce, 1989). This increase has led researchers in a variety of fields to focus their attention on how parents balance their work and family responsibilities (Goldsmith, 1989). In particular, recognition of the spillover between work and family has grown, leading to the formation of several theories and assumptions.
One of the most common activities of psychologists and other researchers is to construct Likert scales and then proceed to analyze them as if the numbers constituted an equal interval scale. There are several alternatives to this... more
One of the most common activities of psychologists and other researchers is to construct Likert scales and then proceed to analyze them as if the numbers constituted an equal interval scale. There are several alternatives to this procedure (Thurstone & Chave, 1929; Muthen, 1983) that make normality assumptions but which do not assume that the answer categories as used by subjects constitute an equal interval scale. In this paper a new alternative is proposed that uses additive conjoint measurement.
Abstract The emergence of e-commerce as a way of doing business has created an environment in which the needs and expectations of businesses and consumers are rapidly evolving. Marketing managers must decide how often and how radically to... more
Abstract The emergence of e-commerce as a way of doing business has created an environment in which the needs and expectations of businesses and consumers are rapidly evolving. Marketing managers must decide how often and how radically to adapt to the dynamics of the marketplace. Firms may simply offer a Web site, or they may embrace change as evidenced by frequent and/or major updates to obtain the maximum potential from e-commerce activities.
Abstract This chapter addresses similarities and differences in e-commerce needs for customers in business-to-business (B2B) and business-to-consumer (B2C) marketplaces. We discuss how and why customers are attracted to online buying in... more
Abstract This chapter addresses similarities and differences in e-commerce needs for customers in business-to-business (B2B) and business-to-consumer (B2C) marketplaces. We discuss how and why customers are attracted to online buying in general and to a supplier in particular for each of these types of markets.
Abstract: Explores one of the many exciting advertising research possibilities spawned by the Web, namely the efficacy of banner advertisements designed to lure the browser to an external Web page. Traditional advertising research usually... more
Abstract: Explores one of the many exciting advertising research possibilities spawned by the Web, namely the efficacy of banner advertisements designed to lure the browser to an external Web page. Traditional advertising research usually relies on self-report or memory. With Web advertisement banners, on the other hand, we can track actual behavior.
The computers that host websites automatically produce log files that record visitors' surfing and clicking behavior. An analysis of that data can reveal valuable marketing information. hile today's press is rife with internet news, the... more
The computers that host websites automatically produce log files that record visitors' surfing and clicking behavior. An analysis of that data can reveal valuable marketing information. hile today's press is rife with internet news, the tenor is shifting from sanguine success stories to business owners' worst nightmares. 1 Stock markets slammed anything-dot-com stocks beginning in mid-April 2000, with many companies' share value dropping 40 or 50 percent in less than a month.
Abstract This paper presents a simple and novel method to investigate an important indicator of a website's appeal as well as the relationship between a firm and its online consumers—namely, bookmarking behavior. Analyzing data from two... more
Abstract This paper presents a simple and novel method to investigate an important indicator of a website's appeal as well as the relationship between a firm and its online consumers—namely, bookmarking behavior. Analyzing data from two inter-related hospitality industry websites and a genealogy site demonstrated the applicability, validity and future research directions for this eLoyalty metric.
''Location, location, location''is a mantra across many businesses. Restaurateurs and retailers seek a prime location when building a facility, packaged goods manufacturers seek prime shelf space in a grocery store, advertisers want to be... more
''Location, location, location''is a mantra across many businesses. Restaurateurs and retailers seek a prime location when building a facility, packaged goods manufacturers seek prime shelf space in a grocery store, advertisers want to be the first or last in a pod of TV advertisements, and AAA Plumbing strives for the top listing in the yellow pages' plumbing section. A link's location on a web page is also an important factor influencing visitors to click more or less on a particular link.
Abstract: Mobile marketing, which involves two-ormulti-way communication and promotion of an offer between a firmand its customers using themobile, a term that refers to themobilemedium, device, channel, or technology, is growing in... more
Abstract: Mobile marketing, which involves two-ormulti-way communication and promotion of an offer between a firmand its customers using themobile, a term that refers to themobilemedium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer's environment through anytime, anywhere mobile devices.
Abstract: This research uses online experiments and consumer behavior literature to investigate how location and copy on a web page influence the rate of clicks on a link. As in other media, the results support these effects on web page... more
Abstract: This research uses online experiments and consumer behavior literature to investigate how location and copy on a web page influence the rate of clicks on a link. As in other media, the results support these effects on web page clicking behavior. Two experiments demonstrate how to more than double the number of clicks on a web page as well as the value of web-based experiments.
Abstract: Recent decades have witnessed an explosion in the quantity of information being produced, which in turn has created vast opportunities for information-based businesses. The time has come for information to be treated as a unique... more
Abstract: Recent decades have witnessed an explosion in the quantity of information being produced, which in turn has created vast opportunities for information-based businesses. The time has come for information to be treated as a unique product along-side goods and services. But is information an intangible good or an imperishable service?
Abstract Service organizations as diverse as MasterCard and Facebook represent a growing category of business activity, namely firms that offer a network platform that connects people, groups or businesses. MasterCard connects consumers... more
Abstract Service organizations as diverse as MasterCard and Facebook represent a growing category of business activity, namely firms that offer a network platform that connects people, groups or businesses. MasterCard connects consumers with merchants while Facebook connects friends with other friends. Connection services are characterized by network externalities and high levels of value co-creation. Thus network services present unique managerial challenges and offer interesting research opportunities.
ABSTRACT Some businesses entice visitors to their Websites by offering entertaining or useful information, or content. Similar to radio and television models, advertising revenue supports the firms providing this free information (Hoffman... more
ABSTRACT Some businesses entice visitors to their Websites by offering entertaining or useful information, or content. Similar to radio and television models, advertising revenue supports the firms providing this free information (Hoffman & Novak, 1996). When a visitor clicks on a content site's advertising banner, the visitor leaves the content site for the advertiser's site. While clicking on a banner can create revenue for the content site, it can also reduce additional revenue had the visitor not clicked on the ad.
Abstract Managers are more and more interested in social networking sites because they provide opportunities for strengthening relationships with customers as well as site content and service. Using social networking sites effectively,... more
Abstract Managers are more and more interested in social networking sites because they provide opportunities for strengthening relationships with customers as well as site content and service. Using social networking sites effectively, however, depends on understanding both the psychological attributes and social interactions of participants.