ELab 2.0

eLab 2.0 is the pioneering virtual research lab and online panel for the study of online consumer behavior at the A. Gary Anderson Graduate School of Management at the University of California, Riverside. eLab 2.0 was founded by Donna Hoffman and Tom Novak and is funded by grants from the Alfred P. Sloan Foundation and the University of California, Riverside. eLab 2.0 supports the Sloan Center for Internet Retailing at the university.