High Quality Content by WIKIPEDIA articles! Tom P. Novak is Albert O. Steffey Professor of Marketing and Co-Director of the Sloan Center for Internet Retailing at the University of California, Riverside, where he joined the faculty in July 2006. Novak`s research since 1993 has focused exclusively on Internet and Web based commerce. His current research areas include measuring the online consumer experience (flow, consumer control, and the design of compelling online environments), online advertising (Web advertising metrics and modeling online advertising exposure), Internet marketing strategy (business models, new paradigms for electronic commerce), and electronic commerce policy (the "digital divide", privacy, and trust).