Sloan Center for Internet Retailing at the University of California at Riverside

[mandy]

To furnish their home, Donna Hoffman and Tom Novak have purchased online virtually everything but the kitchen sink. Correction: They bought that on the web, too.

For them, however, buying online is more than just shopping—it’s academic research. Every addition to their cart is potential fodder for another paper from the husband-and-wife team that runs the Sloan Center for Internet Retailing at the University of California at Riverside. “The worst part is that when I do go into a store, I feel frustrated because I can’t click on a product and read more about it or compare prices,” Novak says...

Most Internet retailing professionals may not realize it, but they know Hoffman and Novak—by their ideas, if not by their names...

full article: http://www.internetretailer.com/article.asp?id=20373